We love an opportunity to go big, be bold. So naturally, when approached with the Thinx “Crime Scene in the Bathroom” campaign, we jumped. Originally designed to occupy a digital ad space, Thinx came to the Colossal side when presented with an option to add projection mapping to their hand painted creative.
Thinx offers underwear built to “absorb period worries” – and built a campaign to illustrate all the humor and horror those worries contain. The superimposed projection displayed 20 crowd-sourced comments splattered onto the mural’s negative space, then absorbed into a pair of Thinx.
The content played for 4.5 hours after sunset for a week. With a concept as cheeky as bikini briefs, they quickly earned the attention and engagement of the Williamsburg set.