Effort: "Tenth Annual National Homemade Bikini Contest."
Agency: Patrick Henry Creative Promotions, Stafford, Texas.
Twist: Inviting men and women to create their own bikinis using anything but cloth, the two marketers' annual contest attracts hundreds of competitors at local events held at bars nationwide. So far, contestants have appeared in bathing suits made of everything from jelly beans to Express Mail tape, dog biscuits and spoons. Last year's national finals winner wore a picnic basket.
Vital statistics: Bars are encouraged to organize local competitions from May 25 through Aug. 10; each participating bar gets a 25-mile exclusive radius for its competition. More than 60 finalists are expected at a showdown among bikini wearers in Clearwater Beach, Fla., in September. The contest is backed by print ads in Nightclub & Bar and in local print media. For more information, call (281) 983-5500.