Charlie Todd is the leader of a group that call themselves Improv Everywhere. In short, they cause scenes.
They organise pranks that bring excitement and give strangers a story they can tell for the rest of their lives. They're out to prove that a prank doesn't have to involve humiliation or embarrassment; it can simply be about making someone smile.
For their latest prank they organised a show in the windows of a 6 floor building that contains 21 (a woman’s clothing store), DSW (a shoe store), and Filene’s Basement (a discount department store) to hundreds of onlookers in New York.
Management called security and had them escorted out of the building. This was a perfect opportunity for these brands to take ownership of this prank. With a captured audience the brands in this building are already part of an engaging experience, whether they like it or not.
These type of ideas have got huge potential at creating word-of-mouth experiences for brands. I'm surprised brands aren't tasking these guys to help create more of these type of experiences.