B R A N D

JOE BOXER

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INACTIVITY TRACKER

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To promote Joe Boxer Pajamas we created a new wearable tech: the Inactivity Tracker. Like the Nike+, the Inactivity Tracker is a band that connects to an app. Unlike the Nike+, it rewards users for doing nothing and celebrates laziness. The Inactivity Tracker was launched with an event at a Kmart store in NYC and an hour-long ad about nothing.