On the eve of International Women's Day 2017, a small bronze statue of a girl appeared in front of Wall Street's charging bull. Hands on hips. Chin up. Two feet planted. The photograph travelled the world before most people had finished breakfast.
It was a State Street ad for an ETF that indexed gender-diverse companies. It was also an accidental monument. New York eventually moved it to face the Stock Exchange. The artist of the original bull sued. The world argued about art vs advertising. Every argument extended the campaign for free.
The real move was small. A single object. In one specific place. Executed once. Ownable forever.