Considering that practically everyone has been talking about the huge gash in the floor of the Tate, Doris Salcedo's 3ft deep and 584ft long installation called Shibboleth - affectively known as "Doris' crack" - it was only a matter of time before someone hijacked it to try and crack into the papers with their brand.

London creative team Max Bugoyne and James Beswick did just that.

Creative team: James Beswick, Max Bugoyone

Comments (8)

  • purplesimon's picture

    That's a brand from a Bugoyne era. Is that the Beswick they could come up with?

    Sorry, I'll get my coat.

    Dec 21, 2007
  • Kissmekatey's picture

    ....So if I use polycell I'll end up with giant cracks in my floor? / dense

    Dec 25, 2007
  • Wendall's picture

    That's how I saw it. It seems sort of like using the Liberty Bell as an example or something.

    Dec 25, 2007
  • Kissmekatey's picture

    Yes, it seems a little backwards to brand the wrong, but I understand the hype about this crack made it a very difficult stunt to pull off and I applaud them for their chutzpah.

    Dec 25, 2007
  • Toste's picture

    This advertises Max Bugoyne and James Beswick rather than polysomething.

    Dec 29, 2007

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.