Cannes Lions

METALLIC INK UNDERCLOTHES

4TH AMENDMENT WEAR, Boulder / 4TH AMENDMENT WEAR / 2011

Awards:

2 Gold Cannes Lions
1 Silver Cannes Lions
1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

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Credits

OVERVIEW

Description

Now there’s a way to protest against 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.We invented a proprietary metallic ink that displays messages on TSA scanner screens.

We created undergarments printed with metallic ink that display the 4th Amendment (the founding principal against unlawful search and seizure without warrant) when passed through airport security.The clothes are designed as a silent protest against the new reality of being searched to the point where we’re basically naked.We were the first product to ever be designed and tested to specifically appear in shape and letter form under backscatter scanning machines.4th Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.

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.The clothes are designed as a silent protest against the new reality of being searched to the point where we’re basically naked.

Outcome

Our online store 4thamendmentwear.com received 1,205,397 million hits the weekend of launch (November 2010)We received over 3.4 million hits on the site within the first 3 weeks from around the world.4th Amendment Wear sold out of the first limited run immediately. 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.