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Joe Boxer Campaign, 2008

While working at Paganucci Wolfington during the summer of 2008, I worked
on a few new ideas to bring Joe Boxer
back. To try and reach the ordinary Joe
of today, the campaign suggests that anyone can wear the brand, taking a humorous approach.

Taking over several tour buses in New York City seems like the perfect guerilla approach. Comedians could be giving tours of the city.

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