New Zealand born conceptual artist Paul Snowden has remixed one of his most iconic t-shirts, MINIMAL MY ASS, as a special edition for TBWA Berlin. The limited edition shirt comments on the ongoing discussion within the communication industry about how to integrate digital in the behavior of a brand. It does so by expressing a simple fact: there is no analog or digital world. There is only one world in which brands interact with their audience, so brands should behave coherently in everything they do. They must simply respect the way consumers digest media today. DIGITAL MY ASS.

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