From DDB New Zealand: “With both men and women now wearing their shorts at breathtaking heights, fashion chain Superette was presented with a unique opportunity to draw attention to their sale on short shorts. DDB Auckland placed ads on the virgin thighs that are exposed in this latest trend, by putting indented plates across the inner city and fashion district bus stops, mall seats and park benches, so that when people sat down the message was imprinted on their thighs.” People on those benches are asked to squeeze their legs as hard as they can against the bench, ignoring the pain, to get a print that might possibly be readable by others at a distance, while the person is walking. OK, this idea is actually completely useless—but it may win awards!
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