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Morgan State, AFI Join Underground

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ATLANTA Underground Advertising has added Morgan State University in Baltimore and the American Film Institute to its list of clients, the shop said.

The shop, which is a division of independent Eisner Communications in Baltimore, also is developing another safety campaign for existing client CSX Transportation.

The combined work will add about $5 million to the shop's annual billings, an increase of 25 percent over last year. The shop also has added two new account executives, an art director and a copywriter to handle the new work.

For Morgan State, a historically black college, Underground won a review to create a branding campaign that will use broadcast, print and direct mail to promote the school. The first work is scheduled to launch in October.

The campaign to promote the annual Silverdocs Documentary Film Festival sponsored by the American Film Institute ran prior to the cinema showcase, which was held July 14-19 in Silver Spring, Md. The work included posters in mass transit stations and on public buses.

For CSX, Underground is developing its second campaign to promote public safety around railroad tracks. Last year, the shop used eggs splattered on a billboard to illustrate the dangers of a car colliding with a train at a railroad crossing. This year's effort will promote pedestrian safety around the tracks. The campaign is scheduled to launch in October.