The Grandesign team descended on the Lower East Side of Manhattan to achieve something unthinkable in the traditional advertising landscape. With an unassuming street crew, we had just one week to set up props, wall postings and hidden cameras; all to catch audiences in the act of - not - noticing Fruit of the Loom's latest ad campaign.

The conceit behind Fruit of the Loom's latest campaign was specifically designed to fly so under the radar that potentially no one at all notices it—even if it would be worth their while. The effort promoted the brand's Everlight collection, lines of men's and women's underwear so light that the brand claims people won't notice they're wearing them. The viral stunt left thousands of dollars in cash lying around and hardly anyone noticed, except for six very attuned New Yorkers who reaped the benefit of being observant to their surroundings. Over $10,000 in cash was hidden in $1,851 increments (Fruit of the Loom was founded in 1851,) and spread across six prop vignettes including a retrofitted viewfinder, a seemingly normal dedicated wild posting wall, a tiny red door, and wacky wavy man to name a few. The entirety of the social experiment was captured for digital content purposes.


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