TRUE VALUE GIANT PAINT STICK

THE BRIEF: Every St. Patrick's Day in Chicago, the Plumber's Union dyes the Chicago River green. Not raw sewage, dark camo green. We're talking electric green. It's impressive. And since we were starting to create promotions for True Value's Spring Paint line, we thought "Why not make a giant paint stick, drop it in the river to help stir it up, and give away free samples and painter's caps. And maybe we will get on CNN and Buzzfeed and Ads of the World and The Daily Show."