This is like ten years old, and it's starting to show it, but I just can't quit it. 'Times Square Mudsling' is sentimental because it was the first of many briefs we pitched, won and built in-house that also took home an award for the agency. In this case it started as a crumby $10k jumpball to fulfill a static Times Square billboard buy.

Instead of following the brief— we decided to hack the billboard's ancient graphics server to turn it into a giant, interactive, trash-talking point-of-contention on NFL's Opening Weekend. By integrating the Twitter api, over a million passers-by and fans online were able to get dirty and 'sling mud' at one another's rivals in good clean fun. Sort of.