Freshpair is online store where you can
purchase different styles of underwear. When in-stores, company’s
display their clothing on mannequins. This gave me the idea to try this
outdoors. With 70% of freshpairs consumers gay males, I decided to team
them up with Pride 2011, in Toronto. With 7 mannequins scattered across
the city, the target is now asked to go out and find them all. Once all 7
are found, the app they’ve downloaded will automatically enter them for
a chance to join freshpair at Pride 2011.
Art Direction/Copy: Adam Tuck
Art Direction/Copy: Adam Tuck
