come up with a creative and innovative viral / buzz / guerilla marketing idea for Patagonia. The idea is to create something that generates hype and word-of- mouth. In the past, viral / buzz / guerilla may have been called a publicity stunt. However, these were often dishonest and the spreading of intentional lies (absolutely do not propose that). Strive to tie this element into the overall campaign so that it is not completely disparate. In todays pitch competitions, the agency offering a clever alternative marketing idea can often be the difference between winning and losing. Be very specific on what the idea is and the logistics of how the idea will be implemented. Explain each element of the idea, how they fit together and why it is likely to generate buzz. Do not be general or vague. Explain the rational and strategy behind the idea. Be sure you do not simply make this a supped up sales promotion or internet marketing.