As an independent magazine publisher, I was always interested in low-cost ways to market to new audiences. And I was always fascinated by graffiti artists ability to do this so effectively. So we asked artists to create poster art on behalf of the magazine. We refused to sell the posters but instead gave them away to anyone that promised to wheat-paste them in their town.
The posters we're followed up by a toy series and, for better or worse, the project's success spawned a wave of 'artist x brand collab' marketing initiatives that continue to this day.