Shake industry and Thailand conservative culture by opening conversation about male discomfort with underwear.

Creative idea: "It’s funny that people don’t talk about the most serious thing. If we can talk about “Eggs” then we can talk about anything. Put thing on the open discussion, serious communications resolve the problem. World would be in peace, no war."

Story of Two employees set up the problem-solution demonstrating why one isn't getting a promotion because other employees, including management, are tired of seeing him rearranging himself in conference room during meetings. The problem is set up addressing the insights learned head on: Male discomfort with their underwear happens all day. The scratching, rearranging, heat moisture, chaffing, are all caused by improper underwear fit and design. The explanation of the cooling underwear technology is expressed with the “Double eggs/KaiYen” which becomes the Key Message for all communication. Two-eggs = GQ Cool Tech Underwear.