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NEW YORK Seeking to energize a “Buy Four, Get One Free” DVD promotion at Borders, Crispin Porter + Bogusky conceived of a make-your-own DVD movie box set. The agency then created several examples of box sets via newspaper and radio ads and viral e-mails.
Newspaper ads, which broke last week, offer suggestions of five movies per box set with a common theme. For example, the “Naive in New York” collection contains Midnight Cowboy, Splash!, Crocodile Dundee, Brother From Another Planet and The Out of Towners.
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