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Fruit of the Loom Proves Nobody Notices Advertising

Crispin Porter + Bogusky Boulder, Mon, Jul 02, 2018

Only six people out of New York City’s 9 million paid enough attention to CP+B's campaign for them to claim free stacks of cash

Fruit of the Loom Proves Nobody Notices Advertising

People don’t acknowledge advertising. Which is fine because CP+B is advertising Fruit of the Loom’s new Everlight underwear, a product that is designed to go unnoticed by the wearer. So instead of a traditional campaign, they’re doing an experiment to prove that when they tell you Everlight underwear is so light you won’t notice it, they mean…you really won’t notice it.
The campaign started by putting the underwear all over NYC along with stacks of cash, free for the taking in broad daylight, to see who if anyone would notice. It was spelled it out on billboards and posters, through QR codes, little doors and whatever those inflatable wavy man things are called – all with clear instructions on how to get the cash.
In a city of nine million, only six people noticed.
There are 11 components as part of this campaign. Six are featured in the video – the city notice poster, QR code poster, punch poster, the tiny door, the wacky wavy guy and the view scope. And then running now there is a transit ad, classified, social post, poster and a fold-in print ad. Some of these are running in multiple places.

A statement from CP+B read: “We’re not saying there is or is not more stuff for the people who notice to redeem, we’re saying there are more ads out there and we’re curious to see what happens.”
And there are more ads out there now, which are described on this website.
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Media: Craig McDowell (Associate Media Director)

Content Manager: Carolyn Martin

Production Company

Production Company: Grandesign Advertising Firm Inc. , San Diego,CA / Alchemy Media Holdings, LLC, Los Angeles, CA

Creative Agency

Integrated Producer: Julia Alvernaz (Outeractive)

Group Strategy Director: Kaylin Goldstein

Senior Strategist: Bethany Lechner

Business Affairs Manager: Ann Shelton

Content Supervisor: Lauren Sobolik

Social Media: Kristen Fox, Nanci Zurek

Director of Business Affairs: Trisha Ramdoo

Management Supervisor: Mark Hurley

Senior Project Manager: Courtney Dixon

President: Danielle Whalen (EVP)


Edit Company: Grandesign Advertising Firm Inc. , San Diego, CA / Ming Studios, Boulder, CO

Category: Clothing and Fashion , Underwear