French underwear brand Le Slip Francais is known for its quirky marketing stunts, like this funny product demo film from 2013 which tested the strength of its underthings. Its latest project is a Kickstarter page hosting this video, in which a lovelorn Paris mannequin, Leo, explains how the love of his life has moved to L.A. and he needs to get there to find her.
The idea is that if he gets the funds to cross the U.S. from New York to L.A., the brand will open a pop-up store there. People can follow Leo on Instagram, Twitter and snapchat by following @leoverylove. On the way he'll be hanging out at SXSW in Austin, visiting the Grand Canyon and gambling in Vegas. BETC Paris is the agency responsible.