Fruit of the Loom Subliminal Stunt

CHALLENGE

With an underwear product so light you won’t notice, how do you demonstrate how much people don’t notice while rewarding the folks who do?


APPROACH

We placed creative assets in plain sight, with clear instructions on how to find $1,851, in cash, or coupons for free product. All people had to do was notice.

We created a few different vehicles to deliver the not-so-hidden message:
- The Punch wall – a 40ft wide street level billboard *
- Notice poster – a 6ft x 4ft street level wild posting *
- Tiny Door – a comical installation outside an ice cream shop *
- QR Code poster - a 6ft x 4ft street level wild posting *
- Wacky wavy inflatable tube man – a comical installation on a subway grate *
- Viewfinder - a comical installation facing a brick wall *
- Classified Ad – a ridiculous ad selling a dot matrix printer that came with a 1998 Toyota Carolla and unadvertised cash prize
- A Mad Magazine inspired folding print ad
- An Instagram carousel which revealed a hidden message
- Local realtor inspired interior bus/subway panel advertisements

We used hidden cameras to capture the executions with an asterisk.

EARNED MEDIA
- Ad Age: The 15 Best Branded Stunts and Activations of 2018 (So Far)
- Creativity: “Top 5 Creative Breakthrough Ads of the Week
- Adweek: Fruit of the Loom Has Hidden Cash Piles in Plain Sight, for Those Few Who Actually Notice Ads
- Fast Company: “Top 5 Ads Of the Week” Netflix diversity, Airbnb travels forward, - Time’s Up gets animated about anti-harassment, Nike film profiles a French soccer star, and you won’t even notice Fruit of the Loom.
- Shots: Unobservant New Yorkers Lose Out in Fruit of the Loom Stunt