FRUIT OF THE LOOM- Social Media
The COMFORT REVOLUTION
Role: Strategist, Art Director & Copy Writer
Taking on the uncomfortable status quo of women's underwear, Fruit of the Loom's Comfort Revolution boldly champions the superior comfort of 100% cotton over notorious "coochie prisons." See how their cheeky campaign banishes thongs while giving them new life through innovative upcycling.
The Comfort Revolution's anthem boldly declares thongs as the true nemesis of comfort, describing them as "stringy little coochie prisons" that are as uncomfortable as a cactus, as flimsy as a soap bubble, and a potential petri dish for infections. Yet, despite these drawbacks, thongs remain the superstar of women's underwear ads.
Fruit of the Loom takes a bold stance by banishing thongs and creating a guide to transform them through innovative upcycling into something entirely new and unexpected.
This initiative not only promotes sustainability but also highlights the creative potential of repurposing everyday items.
