SELL CHEAP BOXERS TO HIGH END CUSTOMERS
Fruit of the Loom asked us to come up with a marketing campaign for their no-rise boxer briefs that are designed to stay put on your leg no matter what.
After literally minutes of banging our heads against the wall, we had our breakthrough.
Our epiphany... clear pants. We began prototyping our vision.
Simultaneously, we knew we needed a vessel to deliver this fashion trend. While Fruit of the Loom is the pinnacle of cutting-edge fashion in Bowling Green, KY, we thought the person to deliver an idea so extreme must be matched in eccentricity. Meet Frank La Rant.
Now I'm not going to explicitly say we inspired this, but I will point out that this was taken in 2016. We launched our campaign late 2015.
And yes, Google advertisements for mens boxer briefs still haunt me online daily.
Agency: Crispin Porter & Bogusky
Executive Creative Director: Ralph Watson
Creative Director: Mona Hasan, Nick Buckingham
Creative team: Brandon Locke, Kelsey Fritz