City-wide publicity stunt dares people to find hidden money

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American underwear manufacturer Fruit-of-the-Loom is betting people won’t notice its latest advertising campaign. It has been designed to be so subtle that hardly anyone notices it. The campaign promotes the brand’s new Everlight collection. A line of men’s and women’s underwear so light that people won’t even know they are wearing it. Together with an advertising agency, Crispin Porter & Bogusky, Fruit-of-the-Loom created a poster to give participants directions to find USD 1800. Additionally, the company viewed the campaign as a good social experiment to see how many people would get involved with advertising today. The creative team set up props…

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