Zoo York Roaches

I dont quite know how to describe this particular promotion form New york based urban clothing company zoo york the videos started of as a viral which eventually became a full campaign of adverts all based around cockroaches which i assume is to go along with the zoo york slogan which is "unbreakable" and i guess the only creature that would survive a nuclear war is pretty unbreakable, what i think is great about this campaign is that it is the kind of advertising that is just unleashed on the public wether they want to be a part of it or not and what they have done is so random and strange that people on the streets cant take notice, what the company do is spray paint the company logo onto hendreds of cockroaches adn there bmx and skate team go out into new york and jsut realease them onto the public which while is a very cheap form of puttign the company logo out on teh streets with the roaches working as little walking advertisements adn aslo get the company a huge amount of the publicity for thrownign roaches onto un suspecting new yorkers which would have no doubt be nothing nice said about what they did nut then againtheres no such thing as bad publicity.