»Cool hunting« is a widely used practice within the advertisement industry, often used in order to achieve commercial success. The following article aims to present the use of sub-cultural symbols and values within the realm of advertisement, by highlighting various examples and social events, which has led to an increase of graffiti being utilised in marketing and communication campaigns. Companies not only exploit the aesthetics associated with graffiti, but also its role in representing an alternative subculture that is based on a value system celebrating activism, freedom, protest and fun. By connecting these alternative associations to their own image, corporate entities are exploiting various youth cultures as way to increase profit and commercial success. Through the process of hijacking this particular visual subculture, graffiti and street art lose their main purpose and identity–rebellion–and can be only seen as a form of outdoor advertising.
