Making the Invisible, Visible.

Happy Socks needed to reignite excitement around the return of its underwear line - a product still unfamiliar to many consumers - and do so at a peak gifting moment without relying on traditional product-led marketing. The challenge was to shift perception, spark curiosity, and convert attention into sales both online and in-store. So we created Moodwear Bench, an interactive OOH experience designed to make the invisible visible by inviting people to pause, reflect, and share what happiness means to them.

We brought the Moodwear concept to life through a custom-built public bench celebrating small, everyday moments of happiness. Fully wrapped in Happy Socks’ Moodwear colours and patterns, it became a bold 360° brand moment in the street.

A hidden lightbox beneath the seat activated when someone sat down, softly illuminating the pattern as a subtle reward for slowing down, before fading as they stood. The bench naturally sparked curiosity and conversation, inviting passersby to share what happiness meant to them — from personal rituals to everyday mood-boosters.

Those who took part were rewarded with a Happy Socks underwear gift and a scratch card offering a discount online or in-store, directly linking the emotional moment to product trial and purchase. These interactions evolved into a five-part social video series, amplified by creator Max Selwood and rolled out across Happy Socks’ Instagram channels in the run-up to Christmas.

A simple, thoughtful activation turned an underwear relaunch into a shared public experience, creating smiles, shareable content, and a new emotional entry point for the brand at peak gifting season.