• Adweek, Sunday, July 12, 2009 9:57 PM

In an unusual use of out-of-home media, Domino's logos have been "cleaned" into dirty sidewalks in Los Angeles, Philadelphia and New York as part of an ad campaign. GreenGraffiti uses a high-pressure water hose to spray advertising images into the grime on the street.

More than 200 of the Domino's ads were made on the sidewalk to promote the chain's American Legends pizza. GreenGraffiti ads are created by laying a stencil on the sidewalk and using a power washer.

"Our franchisees can also do local things with the [clean graffiti] tool," says a Domino's rep. The first 250 people to hunt down the sidewalk ads and e-mail pictures of themselves with the ads to Domino's receive a $15 gift card and have their pictures posted on Flickr.

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