Miller64
What Number is Smaller?
64. 80. They say it doesn't take a genius to figure out which number is smaller. We disagree.
Thinx
moistpanties.com
The Opportunity
Fuel buzz around Thinx's line of ultra-absorbent panties.
The Insight
Moist panties are two of the most hated words in the English language. Literally, ranked.
Luckily, Thinx's mission is to rid the world of moist panties forever with its moisture-wicking period underwear.
The Solution
Buy moistpanties.com so the world will never have to be exposed to moistpanties.com.
We hijacked the URL and created a 404 page with the message: "Moist panties not found. Thanks to Thinx, moist panties no longer exist." A redirect sent people to Thinx's website where they could grab a pair of underwear.
We drew people to the website with seemingly random and out-of-context wildpostings and social posts.
