Using a street-art technique called "reverse graffiti," the Dutch marketing firm GreenGraffiti is using high-pressure hoses and specially designed stencils to wash sparklingly clean advertising messages into grimy city sidewalks. Domino's Pizza was one of GreenGraffiti's first U.S. clients, with a $20,000 buy that included "reverse graffiti" ads in New York, Los Angeles and Philadelphia as part of a participatory campaign in which passers-by submitted photos of themselves standing by the logos.

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