puma to the rescue

Tough economy dragging you down? Puma is taking some of the weight off... or should I say clothes? In support the recent launch of the company's athletic undergarment line, Puma "bodywear", Puma has stepped beyond traditional advertising to develop an iphone app that links the rise and fall of the stock market to models putting on or taking off their clothes. The app is called the Puma Index, as the stock market goes down, the index goes up. 

I wish I could get my hands on this project's brief.