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Billboards: Hugo Boss Attempting Street Cred

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Remember back when everyone played those graffiti bandit games on Nintendo 64 and mothers everywhere raged that their children were being taught vandalism? These days graffitiing up a gritty urban space is not only corporate-sanctioned, but it's misunderstood! To launch their new limited edition fragrance, Hugo Boss is inviting slogan submissions for their Say It, Spray It contest, with a prize of having your winning words "graffitied" on a billboard (probably in Soho). Dear Hugo Boss, please explain how a legible corporate statement printed onto purchased advertising equals graffiti, and why is there no cash payout? At least whoever wins this will have an interesting Facebook posted item. Now do us a favor: Google "graffitied" and check out the first result.
· Hugo Boss: Say It, Spray It [Official Site]
· Storecasting: Hugo Boss MePa [Racked]
· RackedWire: Hugo Boss Landing in Soho [Racked]