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Mom-and-pop bookstores around the country are taking on Amazon in a sharp-elbowed stunt that uses lookalikes of the retail behemoth’s ubiquitous cardboard boxes as a trolling medium.
The program, called #BoxedOut on behalf of the American Booksellers Association, comes from DCX Growth Accelerator, an agency known for punking a group of fashion influencers with $20 Payless shoes and remodeling a Brooklyn bodega to make an anti-gentrification statement.
For the booksellers’ nonprofit trade group, DCX has taken over the storefronts of indie shops in New York; Washington, D.C.;