Fruit of the Loom | Experiential

The underwear brand wanted to earn word of mouth for its "Everlight Underwear" campaign in New York City. So Alchemy came back to them with a series of clever, barely detectable viral stunts aimed at surprising and delighting eagle-eyed consumers with thousands in hidden cash. By concepting and executing these viral stunts, Alchemy helped win Fruit of the Loom priceless earned media.