2wink Australia, one of Australia’s most popular men’s underwear companies, knows who understands underwear best – those who buy it. Keeping that in mind, the brand has now enlisted the help of this supportive demographic to discover the brand’s newest collection – by having them create it themselves.
The brand’s current promotional campaign, “A Chance 2Design,” will offer underwear fanatics a fun and innovative opportunity to find their inner fashionista by allowing them to design their very own pair of limited-edition underwear with a chance to win large prizes, such as a AU$200 2wink gift voucher, or even a grand prize of AU$1,500 cash.
Starting today, contestants can either manually or digitally design an entire pair of underwear and enter their original designs into the online design competition.
After the eight-week-long submissions process ends, three celebrity judges, including reality TV star Jack Mackenroth (Project Runway), award-winning comedienne Deven Green (“Welcome to My…” parody series) and Pinstripe Magazine Editor-in-Chief Marv Valladares, will enter various rounds of judging over the course of two weeks before selecting the winning design, taking into account factors like the best use of color, most creative pattern and other criteria.
Once the winning design is chosen by the team of judges, the brand expects to have 5,000 limited-edition pairs manufactured within eighteen weeks and ready to hit 2wink’s on-line store shelves shortly after. 2wink will donate 50-percent of its net sales profits of the winning design directly to fight prostate cancer. Currently, prostate cancer is the second leading cause of cancer death in men, behind only lung cancer. A non-smoking man is more likely to develop prostate cancer than he is to develop colon, bladder, melanoma, lymphoma and kidney cancer combined. This year, in America alone, more than 32,000 men will die from the disease and more than 218,000 new cases will be diagnosed, according to Prostate Cancer Foundation.
Contest entries must be received no later than August 26, 2010. All original designs are eligible and contestants must design the entire pair. All colors are allowed and the waistband width is 4 cm. Entries must be submitted via e-mail in either .pdf or .jpg format to firstname.lastname@example.org.
All designs entered will become the property of 2wink Pty. Ltd., which reserves the right to manufacture any design without compensation or with notifying the entrant. The winner of the contest must be willing to sign a release form. Entries must include name, mailing address and contact details for participant.
For more information on the “A Chance 2Design” campaign, or to purchase 2wink underwear, visit www.2wink.com.au.