Under the bed. In the dryer. Behind the dresser. It’s time to stop looking for that lost sock and admit that it’s gone forever. Or it’ll turn up in six months on the other side of the house. Either way, you’ve got nothing to wear on your left foot today.
But French retailer Monoprix now has a solution for this perpetual problem that is stunning in its simplicity: socks sold in packs of three. No, not three pairs, three individual socks—one for each foot and one as an offering to the gods of chaos that will inevitably swallow it up.
Beginning today, shoppers can buy the packs at select Monoprix stores or online. The campaign from Rosapark features a spot directed by Tom Bartowicz via De Gaulle that is running on social media. Twitter users can also use the hashtag # OùEstMaSocks (Where Are My Socks?) to win free packs.
It’s not the first curiously innovative project Rosapark has created for the chain. Last year, the agency made “The Worst Song in the World,” a surprisingly catchy mishmash of musical tropes, to promote Monoprix’s grocery delivery service.