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Interactive agency MediaFront in Norway has come up with an interesting campaign for Web portal SOL that puts copywriters in the hot seat. Three writers, working in shifts, monitor the Web sites where they’ve bought media placements—and from one hour to the next, they sketch on-the-fly ads that comment in some way on whatever the top story on each site happens to be. Using a custom-publishing tool, they can upload their “improvised” ads quickly after drawing them.
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