Ok, here's what you do:
Arrange to rope off an area, near a busy pedestrian thoroughfare. Set up chairs, and a red carpet runway going between the chairs, fashion show style. Put up a sign saying "HUGE ANNOUNCEMENT! Free samples available" and have someone on a bullhorn inviting people to come, sit down and enjoy the product launch. Stress that this huge announcement is related to the Boston Marathon. (or at least that's what passers-by will think they hear).
Have all Zug15 attendees shuffle in and take seats to help create a "what's going on over there where all the people are sitting down?" vibe.
Once you have a crowd gathered, a horse trailer will back up, John will jump out of the truck, dressed in his best farmer attire, open the trailer and lead a REAL, LIVE HORSE out of the trailer and along the runway.
Zug15 attendees begin to applaud, and the other crowd members start to notice that the horse is wearing a pair of horse-sized thong underwear! Just then, someone unfurls a huge banner saying "INTRODUCING: The Boston Mare-A-Thong, Lingerie for Horses."
John will give a brief presentation about how he is launching a new line of animal underwear (stallion boxers, gelding briefs, donkey granny panties) and chose Boston to launch the centerpiece of his 'stable' of products, because Boston has always been so horse-friendly (find some bullShakespeare reason to back this up).
Offer passers-by a chance to have their photo taken with the thong-wearing horse for a fee (all proceeds either to charity, or to a local pub afterwards, it's up to you), and if anyone asks about the free samples, get their name and address.
It could be tough to get permission to rope off the area and have a horse on the sidewalk for a while, but if you can pull it off, all you have to do then is rent a horse and some chairs. Maybe Home Depot rents those?
Spend a lot of time talking about animal rights, focusing on the right to dignity, rather than walking around with their bits and pieces hanging out all the time. But of course you will have to build the horse thong with holes so the horse can go pee-pee and poo-poo but don't acknowledge this(you can try to auction off the poo as a "piece of history").
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