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We used the typeface from the album cover and then had the entire DE-YAN office start blanketing the neighborhood. We did a couple traditional media buys too, just kept hyper local to the Bowery.†"},{"_id":"S2ZPXJN4UVE63EXPKRMGFVTSQE","additional_properties":{},"type":"text","content":"The work came to life in other ways, too. They got downtown buskers—including a well-known sitar player and other mainstays of the subway station music scene—to play the song in their own style on a loop. They chained a couple of boomboxes to signs that play the song on repeat. A plane flew over the city with a long “Fa Fa Fa Fa†banner. 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effort extended to local radio with DJ reads, station bumpers and “commercials†that are just nonsense “Fa Fa Fa Fa†scripts. 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