Canac "Dignity Denim" | WPI Agency LG2 (Canada)

In collaboration with LG2, the hardward store Canac launched an unexpected campaign based on the best-known cliche about plumbers: the famous butt crack. Canac developed a new kind of jeans called Dignity Denim. These unique pants protect the dignity of their wearers by covering up their backsides when they bend over. With this first-ever "butt-breaking" garment, the Quebec company is keeping its promise to help for real.