We were asked to introduce a new line of Puma underwear in the middle of a recession. We created the Puma Index, a real stock ticker with a twist: when the market goes down, the models’ clothes come off, right down to their Puma underwear. Online and on the iPhone, the models react in real time, so the site is never the same day to day. When the markets close, models pull out beds and sleep until the next opening bell. To date, thecampaign has made over 130,000,000 impressions; the iPhone app was one of the top 20 apps and has been downloaded over 40,000 times.
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