If
you’ve been reading the Wooster site for the last few weeks, then you know that
we’ve been following the progress of the CopeII billboard that has been going up
in various stages of development on Houston Street. Well yesterday, a new - and
what we believe to be the final - rev of the billboard went up. While it’s not
been a very well kept secret, the billboard finally revealed itself to be an
advertisement for Time Magazine

While some may look at this billboard
as another example of mainstream brands co-opting graffiti, we see it as
something quite different. It’s provacative. It stands out from the crowd. And
most importantly, it has something to say. The tag line:

Post-
Modernism?
Neo-Expressionism?
Just Vandalism?

These
questions are exactly what we’ve been debating on the Wooster site. While some
may not agree with us, we’ve always said that these issues are not black and
white, and that at the end of the day, its all about how well the campaign is
executed. We think that Time, CopeII - and Fallon (the ad agency behind it) have
executed the campaign brilliantly.