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In the offline ad world, creatives are always quick to cry "rip-off." Pretty much everything strikes me as derivative of the Bible and Beowulf, but protecting the originality of "the idea" is hard-wired into ad culture. Does that translate into online? Agency.com has built a new site for Skittles that is pretty much a carbon copy of Modernista!'s much-lauded "un-site," which of course some claim is a rip-off of an earlier Zeus Jones site. The Skittles site is an interesting case study for a consumer goods company.
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