Comic Books on the Underground

Marvel is responsible for publishing some of the most significant storylines in popular culture, including introducing the world to the first black superhero in 1963 and celebrating the first same-sex marriage in 2012. We used the 80th anniversary of Marvel to champion its social impact by leaving its most important comic books on tubes, trains and buses around the country for people to find, read and share. The campaign made front page news and led to a 14% increase in sales of Marvel merchandise.