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Abbott Mead Vickers (AMV) BBDO, London

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Guinness “Compton Cowboys”
Compton, a suburb of L.A., has long been known for its gang violence, corruption, and street crime. Yet the “Cowboys of Compton,” a group that includes former gangsters and convicts, now ride the neighborhood on horseback, many
of their steeds having been rescued from glue factories or other such fates. Yet whether they rescued the horses, or whether they themselves were rescued by the “life-changing experience” of owning a horse, is ultimately immaterial. What matters is that they have brought a sense of calm to Compton, even cops and gangsters being mesmerized by the sight of them riding by.

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Guinness “Compton Cowboys” Compton, a suburb of L.A., has long been known for its gang violence, corruption, and street crime. Yet the “Cowboys of Compton,” a group that includes former gangsters and convicts, now ride the neighborhood on horseback, many of their steeds having been rescued from glue factories or other such fates. Yet whether they rescued the horses, or whether they themselves were rescued by the “life-changing experience” of owning a horse, is ultimately immaterial. What matters is that they have brought a sense of calm to Compton, even cops and gangsters being mesmerized by the sight of them riding by.

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