This is a great piece of viral advertising for the brand Ecko. The brief was to reinstate the brands graffiti heritage and to reinforce Marc Ecko's position as an urban icon.
The aim was to create a moment of pop culture for us all to look back on. They dropped the video onto 20 sites anonymously and 24 hours later it became to most viewed video and discussed video on 3,500+ sites. This is such a great, successful piece of viral.