We created an adventurous experiment on the matter of life and death: Is it possible to hatch an egg in a down jacket?

A fertilized egg needs a constant temperature of 100°F and a relative humidity of 60 %. The egg was kept in a sport-bra inside a down jacket and a thermo- and humidity meter controlled the conditions.

One human being, also known as “the hen”, hatched the egg in a temporary “chicken farm” built outside one of the stores. On the website playgoundstores.com people followed “the hen’s” effort to keep the egg in a healthy condition.

The experiment came to a successful end and a healthy little chicken was born. Evidently it was possible to hatch an egg in a down jacket.

The campaign received a lot of attention and PR in all sort of channels (National TV, Newspapers, blogs etc) Many blogs gave the campaign attention and people started to bet on the experiment, whether or not it was possible to successfully hatch an egg in a down jacket.New customers discovered the store and the sale of down jackets increased by almost 500%. Now everyone knows that Playground’s down jackets are warm enough to save lives.