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.

full glory inside


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.

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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