In fall 2007, a group of art graduate students from Purdue Univerity were given the Jaques Building, in West Lafayette, IN. The site was meant to hold a semester-long installation project. With most of the group using the space as a gallery space to exhibit their own studio work, Jack the Building aimed to take advantage of the situation and claim identity of the building. After renaming the building “Jack” and giving it the slogan “Buildings have feelings too,” a expectation campaign was launched. The campaign incorporated a MySpace page and promotional posters and stickers that were spread around campus, depicting the building as a sad cartoon complaining about artists using and abusing him. On the day of the opening, a Jack merchandise store was installed in the space which included T-shirts, posters, and Jack plush toys for sale.