Lucky Looms

November 2013
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A lot of people have lucky underwear. But just how legit are they? Fruit of the Loom decided to eliminate all doubt and actually make some. For real. Today Fruit of the Loom will launch Lucky Looms, a limited-edition batch of legitimately lucky underwear. These 2,000 pairs of undies – 1,000 men's, 1,000 women's - have been infused with good vibes from some of the luckiest places in America, including the Seven Star Cavern Chinatown Wishing Well in Los Angeles, CA; the Winged Figures of the Republic at the Hoover Dam in Boulder City, NV; the world’s largest four-leaf clover collection in Soldotna, Alaska; and the world’s largest horseshoe in Martinsville, IL. Each pair is branded with a unique number as well as a Lucky Looms seal and will arrive in specially marked packaging. Lucky Looms are on sale for $10 each at Good luck snagging a pair.

Advertising Agency: CP+B, Boulder, USA
Chief Creative Officer: Rob Reilly
Executive Creative Director: Tony Calcao
Creative Directors: Matt Fischvogt, Dave Cook
Executive Producer: Scott Potter
Creative Technology Director: Pablo Alejo
Technical lead: Gary Gamble
Associate Design Director: Scott Pridgen
Digital Associate Creative Director: Stephanie Kohnen
Copywriter: Emily Salas
Art Director: Tyler Gonerka

Comments (3)

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sacrilegend's picture
3383 Activity Scores

Brilliant idea, and brilliant execution. It'd be neat if the packaging reflected the source of their luck-infusion.