jac5 is a new range of men’s underwear aimed at the premium end of the market, with a fun, irreverent sense of humour. The client wanted to spread the word and get people talking about them, so we created the first-ever jac5 Undies Amnesty.

The concept was simple: hand in your dodgy designer undies and exchange them – in the middle of Pitt St Mall – for a free pair of jac5s. 

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The event was promoted via social media channels, and also on breakfast radio and TV by Olympic swim medallist and jac5 ambassador James Magnussen.

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The results were a 46k reach via Facebook, 1m audience reach, a 750% website spike, and a 692% increase in people talking about the brand.