Trash-Talk.

After 30 days, activist Rob Greenfield will be wearing 135 pounds of trash that he will have generated while "living just like the average American". In the video, subway riders studiously ignore him. Because New York.

But I have a feeling that this one will go viral. A striking visual image that makes the intangible real,  visible and memorable. A striking visual image that will be spread by others. That's how you do marketing communication.