Puma 'index' by Droga 5

Droga 5 has created a digital campaign for Puma's new underwear range that features a stock market tracker with a difference.

As well as graphing the movements of Dow, Dax and ASX, the iphone application and online stock ticker uses models to indicate the fortunes of the markets, stripping when stocks are down and putting clothes back on when they improve.

The campaign, which is based on the premise that if "you loose your shirt, the models do too", allows users to choose their market and the sex of the model.