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Is This Real? Kiwi Chain Places Indented Plates on Benches—Imprints Shorts Ads on Backs of Women's Thighs

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

A chain store in Auckland, New Zealand, was looking for a creative new way to promote their in-store sale on shorts. So they commissioned DDB Auckland to create these indented plates—and place them on park and bus stop benches. What happened next? Copyranter got their hands on the press notes: "We put indented plates on bus stop, mall, and park benches, so that when people sat down, the message was imprinted on their thighs. This meant that as well as having branded seats, a veritable army of free media was created, with thousands of imprints being created and lasting up to an hour."
· Ad creep update: women's thighs [Copyranter]