How an Agency Cut Through 'Purpose Clutter' With Its Bookstore Campaign Trolling Amazon

DCX Growth Accelerator on tapping into cultural tension and doing the work yourself

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In this David-versus-Goliath battle, mom-and-pop bookstores wrapped themselves in Amazon’s familiar brown cardboard as a protest against the retail giant and a plea to shop local.

The Instagram-ready stunt, with Amazon lookalike boxes covered in sick literary burns and topical quips, came courtesy of DCX Growth Accelerator, a Brooklyn-based agency that’s known for projects like Palessi, a fake Italian boutique that hawked $20 Payless shoes to fashion influencers, and Jesse’s Deli, a bodega that got a ridiculous hipster makeover as an anti-gentrification statement.

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