Publicis Mojo Sydney’s Matthew Ryan’s brilliant 4th Amendment Wear idea set for long award run
Publicis Mojo Sydney creative Matthew Ryan is the co-creator of 4th Amendment Wear, underwear with metallic messages for Transportation Security Administration screeners at airports.
The underwear encourages people to think more about their constitutional rights and make a statement without harassing TSA employees.
4th Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.
The campaign will take the top prize at the Art Directors Club of NY (Grand Prix for Good) The Designism Award, which will be given Tuesday night May 10 in New York as part of the organization’s 90th annual awards ceremony.
Ryan is in NYC at the moment as the ADC invited him to accept a few Gold Cubes, The Hybrid Cube ‘Titanium’ and the special award of the night ‘Designism’ at the award show.
The work is also tipped to pick up metal at The One Show and One Show Design next week.
Ryan told CB:“4th Amendment Wear has been an amazing learning experience from inventing the metallic Ink formula with backscatter scanner technicians, professors and printing specialists, to designing the product line and forming a company to produce the Metallic Ink-Printed Underclothes… It showed me that anything’s possible when you’ve got an Idea you personally believe in.”
“We were the first product to ever be designed and tested to specifically appear in shape and letter form under backscatter scanning machines. The clothes are designed as a silent protest against the new reality of being searched to the point where we’re basically naked.”
Before joining Mojo Sydney last month, Ryan had stints in the US at Crispin Porter + Bogusky in Boulder and Goodby, Silverstein & Partners in San Francisco. He started his career at Leo Burnett, Sydney and went on to Saatchi & Saatchi New Zealand.
4th Amendment Wear
Metallic Ink-Printed Underclothes
Creative Director- Matthew Ryan
Creative Director- Tim Geoghegan
Art Director- Matthew Ryan
Copywriter- Tim Geoghegan
Product Designer- Matthew Ryan
Designer- Matthew Ryan
Typography- Matthew Ryan
Illustrator- Matthew Ryan
30 Comments
Love it, very fresh – be careful if you’re flying to America though……
nothing scam about it
What came first, the ad or the product?
I’m with 10.47; how many items have they solved?
It’s a cool idea but unless you’re making bank selling the gear, what’s the point?
Silent protest pfft. Like X-Ray officers give a fuck.
Dont smuggle your scam into Australia.
this is bullshit. have an idea for an ad then make the product??? good idea or not juries who vote for this deserve a slap…
Deserving of the ‘brilliant’ headline. Love it.
Americans bitching on about their rights.
I thought Award shows don’t award chiches.
You have to admit, it is fucking genius. Well done.
hey i have a cool idea for an ad: slow burning american flags.
be a huge hit in the arab world. now im gonna make 3 of em and enter the ad in every show on the planet…didnt realise it was this easy
This will pick up everywhere. Just watch.
Everything thats wrong with this industry
I dunno but I’d be slightly miffed if I were another mojo creative producing great ideas on real clients to no avail then this dude comes along and picks up awards
Saw an ad for these clothes a year ago – think this guy has some explaining to do. http://scannershirts.com/
11:07 – Ouch!
Shit…. busted
11:07!
Not so brilliant then, eh?
Well who would have thought; something not original coming out of Mojo.
Original or not, its the fastest way to meet an angry anal glove puppet, for sure.
TI reckon getting felt up is a better option. Who knows, I might even get a dinner out of it.
Maybe Anonymous sent at 11.07am should check his own facts. He (normally it’s the blokes who are the bitchiest I find) says …..” Saw an ad for these clothes a year ago – think this guy has some explaining to do. http://scannershirts.com/“
Yet if Anonymous actually read the scannershirts website it says, “…… But the really hard part was finding 100%, vertically integrated American Made garments of the high quality demanded by Marc and his company. So few manufacturers were left in the United States that plans to begin marketing before Christmas 2010 had to be delayed.
Just to test the public reaction to this novel approach to airline travelers concerns the company sent out a quiet little press release to some of the local media in the Northern Kentucky area the third week of December.”
December 2010 that is.
I first saw PR on 4th Amendment before that around November 2010.
i don’t even know Matt Ryan, I’m just sick of seeing people ripped apart by uninformed, jealous advertising people, who’d rather rip into someone than check their facts out.
Good work Matt – great idea. Glad to see the award judges at least check their facts out first.
LYNCHY when people get their facts so wrong, why don’t you at least make them put their name to the rubbish they write??
I’m a lefty, but fuck me, I wouldn’t get on a plane these days unless everyone had been thoroughly searched. It’s far better putting up with that imposition on my civil rights than been blown to smithereens over the pacific.
Oooh, let’s all wear a T shirt, just wait until that gets out beyond the advertising press.
It won’t.
hey juile i wonder if the award judges checked their facts and realised Matt owned this business?
i’d hoped our shows had caught on and moved along from this but obviously not…
4th Amendment Wear – November 2010
http://abcnews.go.com/Business/video/fourth-amendment-shirts-protest-tsa-body-scans-12346914
http://www.huffingtonpost.com/2010/11/24/fourth-amendment-tshirts-_n_788118.html
Having just come back from the US and seen first-hand how seriously they take security, the only purpose I see this serving is to piss off security staff (who don’t actually make the decisions about how this technology should be used) and keep you at the airport for another hour while they snap on a latex glove and ask you to step into their examination room.
1.25 is the funniest person here and so deserves some kind of shiny trinket for best smart arse comment on Campaign Brief.
So Anonymous May 10 4.28pm – are you suggesting that advertising creatives aren’t allowed to own a business and win awards for the work they have created for that business?
You’re so stupid and bitter I sincerely hope you don’t have a job in advertising – it doesn’t say much for the industry if a company actually pays someone with your intellect in cash!
(on behalf of 4.28) no just when they create that business only to blatantly exploit the award system. like he gives a fuck about 4th amendment? please…
and btw i am in the industry and they pay me via direct transfer not cash.
ps. fuck off…
Propaganda masquerading as advertising for a product that will be worn and read by no-one. However, as an exercise in personal creative expression and award-seeking gratification, a job well done. My hat’s off to you. Or should that be my shirt, and pants . . .
very interesting idea….