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Mantra:
1) We want to f**k up the recall and health space 2) Change how fast information travels 3) Be respected by companies and consumers That's all. 
This is a great campaign on some BART trains which are local to the SF Bay Area. The ad is for Tahoe a few hours away and targeted to native or local Bay Area residents whom most have never visited large tourist spots like Alcatraz but have gone skiing or snowboarding in Tahoe.
Argument is: Tahoe is much better than anything like Alcatraz Other nice things about this:
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