Expecting scorching desert heat in Salt Lake City, Richter7 will enforce a "No Pants Policy" for its employees beginning this week. For the seventh consecutive year, Richter7 employees will not be allowed to wear pants to the office from July through August. The policy kicks off July 9 at 10:30 a.m. during Richter7's "No Pants" kick-off party.

We're extending the casual Friday concept to casual Monday through Friday all summer long -- from the waist down," said Tim Brown, Richter7 partner and summer attire activist.

Employees are urged to wear shorts, skirts or capris to work - anything but long pants.

On triple-digit temperature days, the award-winning advertising agency goes the extra mile to cool everyone down by bringing in ice cream treats. Additionally, Richter7 maintains a collection jar and fines employees 25 cents for wearing pants.

Richter7 encourages all who come through their doors to wear shorts - even clients.

"We've gone to client meetings in shorts and have gotten a variety of fun responses from executives in suits," said Tal Harry, Richter7 partner and shorts-wearer of seven years.

As employees beat the heat sans pants, the creative agency hopes to increase their ingenuity and wit, a trademark of Richter7, which has dominated ADDYs awards competition for more than a decade.

"We want to continually enhance a creative environment for all who walk our halls," said Brown. "The 'No Pants Policy' allows us to follow our mantra of disrupting the status quo - and have fun in the process."