4th Amendment Wear DM Metallic Ink Under Clothes by 4th Amendment Wear

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Metallic Ink Under Clothes

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings , Public awareness
Media Direct marketing
Market United States
Agency 4th Amendment Wear
Creative Director Matthew Ryan
Art Director Matthew Ryan
Copywriter Tim Geoghegan Tbwa\media Arts Lab
Designer Matthew Ryan
Illustrator Matthew Ryan
Released June 2011


Cannes Lions 2011
Direct Lions Corporate Image & Information Bronze

Credits & Description

Type of Entry: Product & Service
Category: Corporate Image & Information
Advertiser/Client: 4TH AMENDMENT WEAR
Entrant Company: 4TH AMENDMENT WEAR Boulder, USA
DM/Advertising Agency: 4TH AMENDMENT WEAR Boulder, USA
Creative Director: Matthew Ryan
Creative Director: Tim Geoghegan
Art Director: Matthew Ryan
Copywriter: Tim Geoghegan
Designer: Matthew Ryan
Typography: Matthew Ryan
Illustrator: Matthew Ryan
Describe the brief from the client:
Now there’s a way to protest those intrusive TSA X-ray body scanners without saying a word. Underclothes printed with the 4th Amendment in Metallic Ink.
Let them know they’re spying at the privates of a private citizen. The Fourth Amendment to the Constitution of the United States, meant to prevent unwarranted search and seizure, is readable on TSA body scanners.
4th Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.
The concept behind 4th Amendment Wear is simple: To get people to think a little more about their constitutional rights. There must be better ways to keep us safe while also respecting our freedoms.
Creative Execution:
Why give the agents a hassle? Why not just use their own body scanner technology to highlight a statement of protest against being searched?
4th AW 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 express their concerns, while not causing a disturbance.
4th Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates
Describe the creative solution to the brief/objective.
We had an idea to use the TSA’s very own technology as a way to broadcast a statement.
We invented a proprietry metallic-Ink and created a product that would display the 4th Amendment (it’s the founding principal against unlawful search and seizure without warrant) when passed through air port security scans.
We leveraged social media by linking the site to anti-detection facebook pages, and word quickly spread. We also sent samples out to various news agencies who couldn't resist reporting on such a hot topic.
We were the first product to ever be designed and tested to specifically appear in shape and letterform under backscatter scanning machines.
The clothes are designed as a silent protest against the new reality of being searched to the point where we’re basically naked.
Describe the results in as much detail as possible.
Our website 4thamendmentwear.com received 1,205,397 hits the weekend of launch.
4th Amendment Wear sold out of the first limited run within 2 hours of launch. 4th Amendment Wear sold out again 3 hours 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.