Mad Injection's graffiti-like word balloon campaign for Manhattan Mini Storage was funny and provocative. Particularly the ad with the Buddha statue saying, "My owner's a Jew . . . again," which got itself pulled in mere days after an outcry from New York Jews. Not Buddhists. "My people are better complainers than Buddhists," says CD Mikal Reich. "Anyone offended by this ad obviously misunderstands it or is just pissed at Mel Gibson." As for the work in general, "Manhattanites are a special breed of people," says Reich. "Besides a true lack of space, their lives are affected by a different set of factors than anyone else's. And there's no better way to look into Manhattan's soul than by looking at the things we hold on to."
Client: Manhattan Mini Storage Agency: Mad Injection, N.Y. CD: Mikal Reich AD/CW: Ella Wilson, Ari Kornblit, Adam Koppel, Mikal Reich Photographer: Chris Lynch