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Metallic Ink Underclothes

Metallic Ink Underclothes | 4th Amendment Wear | 4th Amendment Wear
下载原始文件 下载原始文件 JPG | 3648x1922px
基本信息
行业: 公益与非盈利组织
媒体:DM
投放:美国
风格: Minimalism
说明cnen
Describe the brief from the client:
How could we get Americans to question just how far they were willing to go to be safe? Were they really willing to forfeit some of the very principles the country was built on? It was a question we didn't think the TSA had fully pondered. So we invented a product to force them to consider that very question. Metallic Ink Printed Underclothes readable on TSA body scanner machines. 4th Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.
Creative Execution:
4th Amendment Wear made a statement without having to say a word. It used the very act of invading someone’s privacy to communicate a message that questioned how far Americans were willing to sacrifice that sense of privacy. It gave the wearer a sense of individual liberty to be able to express their concerns, while not causing a disturbance. We were the first product to ever be designed and tested to specifically appear in shape and letter form under backscatter scanning machines. A silent protest against the new reality of being searched to the point where we’re basically naked.
Describe the creative solution to the brief/objective.
We invented a proprietary metallic ink that displays any designed image or message on the TSA scanner screens. We created Undergarments printed with metallic ink that display the 4th Amendment - the amendment to the US Constitution that protected American citizens against unreasonable searches. So whenever a TSA agent peeked at a traveler's privates, they would be confronted by the very law they were accused if violating. It was a way to make a statement...without saying a word. The concept behind 4th Amendment Wear is simple: to get Americans to think a little more about their constitutional rights. The website was linked to other anti-xray sites, and traffic quickly built up as word spread.
Describe the results in as much detail as possible.
Our website 4thamendmentwear.com received 1,205,397 hits the weekend of launch (November 20th 2010). We received over 3.4 million hits on the site in less than 3 weeks from around the world. 4th Amendment Wear sold out of the first immediately. 4th Amendment Wear sold out again 3 days after restocking. After thousands of pre-orders, wholesale requests, retail buyers wanting to stock 4th Amendment Wear and worldwide distribution offers. 4th Amendment Wear is launching on a mass production basis in the US.
制作信息
品牌:
广告公司:
创意总监:
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美术指导:
插画:
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导演:
其他职位:Product Designer: Matthew Ryan
Manufacturer: Buckteeth Productions, Longmont
Printer: Buckteeth Productions, Longmont
奖项
戛纳国际创意节 2011
银奖 直效
Strategy
克里奥奖 2011
银奖 设计
Self-Promotion
The One Show 2011
金铅笔 广告创新
最新更新
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