Fruit of the Loom claims you won’t even notice you’re wearing the company’s new EverLight underwear. To drive the point home, the undergarments maker is betting most people won’t notice stacks of money and free underwear hidden nearly in plain sight in various locations in New York City and online.
A new campaign by CP+B is built on the fact that people don’t acknowledge advertising, and plays off various marketing tropes that try to grab attention but now go mainly unnoticed, like QR codes and posters with fine print. The campaign was approached as a social experiment to see how many people would notice the hidden money.
CP+B started by putting the packaged underwear all over New York City along with stacks of cash, free for the taking in broad daylight, to see who, if anyone, would notice. They spelled it out on billboards and posters, through QR codes, miniature doors and inflatable wavy men – all with clear instructions on how to get the cash.
In a city of nearly nine million, only six people (so far) have noticed the underwear and cash. The campaign will continue to run online throughout the summer.
FORMAL CLIENT NAME: Fruit of the Loom
CREATIVE DIRECTOR: KT Thayer
ASSOCIATE CREATIVE DIRECTOR, ART DIRECTOR: Shannon Gibney
ASSOCIATE CREATIVE DIRECTOR, COPYWRITER : Josh Shelton
DIRECTOR OF OUTERACTIVE PRODUCTION: Jeffrey Yeatman
INTEGRATED PRODUCER, OUTERACTIVE: Julia Alvernaz
EVP/PRESIDENT: Danielle Whalen
VP/ACCOUNT DIRECTOR: Kristi Kirkeide Boutiette
MANAGEMENT SUPERVISOR: Mark Hurley
CONTENT SUPERVISOR: Lauren Sobolik
CONTENT MANAGER: Carolyn Martin
SENIOR PROJECT MANAGER: Courtney Dixon
PROJECT MANAGER: Maddy Kereszturi
GROUP STRATEGY DIRECTOR: Kaylin Goldstein
SR. STRATEGIST: Bethany Lechner
SOCIAL MEDIA SUPERVISOR: Kristen Fox, Nanci Zurek
ASSOCIATE MEDIA DIRECTOR: Craig McDowell
DIRECTOR OF BUSINESS AFFAIRS: Trisha Ramdoo
BUSINESS AFFAIRS MANAGER: Ann Shelton
PRODUCTION COMPANY & CITY: Grandesign Advertising Firm Inc. , San Diego,CA
PRODUCTION COMPANY & CITY: Alchemy Media Holdings, LLC, Los Angeles, CA
EDITORIAL COMPANY & CITY: Grandesign Advertising Firm Inc. , San Diego, CA
EDITORIAL COMPANY & CITY: Ming Studios, Boulder, CO