On the heels of its Cannes Gold Lion success for Time's "Pendulum" billboard, Fallon/New York marches on with high-profile outdoor work for this client, last week having put the finishing touches on an unusually hip Time billboard project/publicity stunt in New York's SoHo. The board, with some local fanfare, had been limned in stages over the course of June, at the corner of Wooster and Houston Streets, by none other than legendary graffiti artist Cope 2, who's been doing his thing since the '70s. The copy questions whether graffiti is art or vandalism, and if this doesn't seem to be a particularly burning issue these days, it's hyping www.timearchive.com/graffiti, part of Time's extensive online collection of articles, dating back to 1923. "SoHo is the perfect place to make a statement about the arts," says ECD Ari Merkin, "and Cope 2 struck us as the perfect icon to kick off a dialogue about what is and isn't art. In this case, a building side felt like the right medium to make a statement about graffiti art. It's a topic Time has always covered, so who better to comment on matters of cultural relevance?" The Bronx-born Cope 2, incidentally, seems to be coping very well with commercialism; he's designing a shoe for Converse and he's a character in a graffiti-based PS2 game called Marc Ecko