The American brand hid money behind advertising banners on the streets of New York. Why doesn't anyone notice it

Everyone ignores advertising, there is no surprise here. The American clothing manufacturer Fruit of the Loom and the advertising agency CP+B decided to play on this fact by hiding thousands of dollars with a pair of free underwear right in front of passers—by - on the streets of the largest cities in the world. To find the treasure, you just had to follow the street advertising.

Source: adweek

The new CP+B advertising campaign of EverLight underwear, which is invisible on the body, is based on the fact that people do not notice advertising because of its abundance, they are not affected by advertising tricks such as QR codes and posters. The brand conducted a social experiment to find out how many people would notice the hidden money.

Several thousand dollars and underwear were hidden on the streets of New York in broad daylight. Instructions on how to find them were posted on billboards, posters, QR codes, doors. In a city with a population of six million, only six people noticed the instructions. The film crew documenting the experiment was sitting in a minivan.

The creative director of CP+B said that they wanted to show people that if they pay attention, they will be rewarded. And the main message of the advertising campaign: "You won't even notice that you're wearing Fruit of the Loom underwear—just like this ad."

"There was 1,851 dollars (about 114 thousand rubles) hidden in each hiding place — this is the year when the Fruit of the Loom brand was founded."

"We sat and hoped that no one would notice the instructions and find the cache, then it would perfectly confirm our basic idea."

However, a few lucky ones still turned out to be quite attentive. One couple found a hiding place by punching a hole in the poster, a man found hidden money under a newspaper, and another guy found them in the basket of a bicycle that was standing next to him.

The organizers of the campaign said that there are still caches in New York and they will not be removed. The social experiment will last until the end of summer.

Would you notice clear indications on the street that money is hidden somewhere nearby?