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"Rethink the Cool" billboards start appearing near Nike's corporate headquarters in Beaverton, Oregon. Subvertisements ridicule Phil in all the major newspapers and on prime time TV. Mysterious black stickers appear around Phil's office HQ and on the windows of Niketowns worldwide. Our counterbrand grows like a virus out of Phil's.

The Open Park Project is a non-profit working to establish free public WiFi connectivity on the National mall in Washington, DC.