Direct > Product & Service
4TH AMENDMENT WEAR, Boulder / 4TH AMENDMENT WEAR / 2011
Awards:
Overview
Credits
BriefWithProjectedOutcomes
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.
ClientBriefOrObjective
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.
Effectiveness
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.
Relevancy
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
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