SELL CHEAP BOXERS TO HIGH END CUSTOMERS

 
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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.

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Our epiphany... clear pants. We began prototyping our vision.

 
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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.

 
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Fashion Week - SoHo, NYC. Another one I can't believe we got away with. 

Fashion Week - SoHo, NYC. Another one I can't believe we got away with. 

 

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.

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And yes, Google advertisements for mens boxer briefs still haunt me online daily.

 

CREDITS

Agency: Crispin Porter & Bogusky

Executive Creative Director: Ralph Watson

Creative Director: Mona Hasan, Nick Buckingham

Creative team: Brandon Locke, Kelsey Fritz