17 January 2014 Guest Contributor

We’ve all fallen asleep in PR brainstorms the minute somebody utters the words ‘hey, let’s try and create the world’s greatest...’. It’s the bread and butter of too many campaigns to count and difficult to manufacture fresh and creative ideas when somebody has already created the world’s biggest, smallest (and every size in between) of everything.

However, clothing brand Fruit of the Loom® managed to sweeten things up with their latest venture by agency Crispin Porter + Borgusky by creating the world’s luckiest pants.  The so-called ‘Lucky Looms’ underwent a ‘luck infusion’ process, submitting them to every lucky item the world could offer in an attempt to make them the ‘world’s luckiest pants’. The pants travelled worldwide to source the luckiest landmarks and were passed through the world’s biggest horseshoe in Illinois, rubbed on lucky statues in Nevada and used to rub pennies thrown into a wishing well in Chinatown, LA. The ‘crème de la crème’ of the painstaking process involved locking the pants away in a box of four leaf clovers in Alaska to ensure the luck was well and truly concealed into each and every pair. 

The ‘Lucky Looms’ were then available to buy via the Fruit of the Loom® website. Don’t get too excited however, as they have unfortunately all sold out but you can still watch the video and track how the luck was created here.

This refreshing take on the world’s best has sparked a great deal of interest, and if you were one of the lucky customers to get your mitts on a pair, just be sure to watch out for the disclaimer: Fruit of the Loom® cannot be held responsible if luck doesn't come your way while you're wearing these Lucky Looms. We can just do our part to set you up for luck and help you Start Happy—the rest is up to the universe. While supplies last.

Fair enough. 

Ever got lucky by applying a more novel approach to a well-worn tactic? 

Sarah Gillespie is Account Manager at consumer PR agency Polkadot PR in Sydney. Sarah arrived in Sydney from London where she worked for three years across a variety of consumer brands including entertainment, technology, food and drink, health and financial services.