Hanes wanted an online contest to promote the Lovable product range. The contest encouraged participants to create a bra with their favourite colors, patterns, straps, and accessories, to be eligible to win a prize.

In collaboration with houlala! which created the design, Kryzalid developed the Web site and programmed the creation management mechanics for the participants. In the end, the information collected in the database allows Hanes to know what the most coveted product combinations are.