An Example To Others, Singer Stands Out In A Noisy City

I Hate Steve Singer is the long-running ad campaign from Philadelphia jeweler Steve Singer, who in 1980 opened what was once the smallest jewelry store–8 ft long by 8 ft deep–in heart of Philadelphia’s Jewerly Row, the country’s oldest (and second largest) jewelry district.

Writing on Open Forum, Rohit Bhargava notes that Singer’s success with the campaign comes from it is very permanence and the fact that it targets guys, which is atypical for jewelry advertising.
Creating the World’s Largest Bubble Bath every year is also atypical. And tacky though it may be, Bhargava suggests others could learn to play by some of Singer’s rules.
Which makes me think, what kind of signature event could AdPulp conduct each year? Something other than an advertising conference. Please let us know if you have any ideas.