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Young Glory November Brief

Fruit of the Loom: Fresh Fruit from Insight & Execute on Vimeo.

Fruit of the Loom ‘Fresh Fruit’

Fruit of the Loom addresses the unexpected basics; the needs that are barely talked about in the wake of natural disasters. People need more than just food and a blanket. They need to feel human by the little things that we take for granted.


Client: Fruit of the Loom
Concept by: Dudley Duberry, Rahul Sawant, Tim Murakami, Tim O’Connell
Art Direction: Tim O’Connell & Rahul Sawant
Copywriting: Tim Murakami
Creative Strategy: Dudley Duberry
School: Academy of Art University, San Francisco



Following in the wake of catastrophic disasters, simple things in life
can make a big difference. The basics we once took for granted,
suddenly become essential. While donations help those in desperate
need of assistance, items like underwear and socks often get
overlooked. This is why Fruit of the Loom started: ‘Fresh Fruit.’

While jeans and t-shirts get worn for days at a time, a pair of clean
socks and underwear allow those affected to feel fresh again. ‘Fresh
Fruit’ provides these essentials and connects donors directly to those
in need.

FreshFruit.com provides a portal to connect those looking to help with
those in need. Priced at wholesale rates, people can quickly see how
much ‘Fresh Fruit’ they will be providing, and write words of
encouragement to the families in need.

Working in hand with existing relief efforts, we set up “pop-up shops”
in affected regions, allowing volunteers and victims to pick up ‘Fresh
Fruit’ along with their water, food, and other supplies. By joining
these efforts, people know that their basic needs can be met in one
Every package of ‘Fresh Fruit’ provides a weeks worth of fresh
undergarments, messages of encouragement and reminders that we all

Using social media tools, donations spread virally and allow
recipients a chance to say, post, and tweet, “Thank you.”

Through our unified efforts, donors know they can help more through
‘Fresh Fruit’ than they could alone. Uniting donors and recipients to
show the real impact that even small donations can bring. Fresh Fruit.
Supporting communities in wake of the unexpected.