There is a reason Hanes has been around for over 100 years. The brand makes people look good. Really good.
The Ask: Leave people saying “Woah, that’s Hanes?”
The Insight: Hanes has dressed generations of heartthrobs with a look that never goes out of style. Also, sex sells.
The Strategy: Show Gen Z you can wear Hanes inside, outside, to bed (or to bed someone)
How do we convince Gen Z that Hanes is hot?
Show them it always has been.
Print ads featuring Hollywood’s favorite heartthrobs wearing the classic Hanes “look” emphasize the brand’s longevity and highlight its obvious sex appeal.
These ads will be featured in magazines, like Vogue, alongside photos of modern-day celebrities sporting crisp white tees.
Out-of-home includes platform ads, bus shelters, posters, and wallscapes. Because who doesn’t want to see a larger-than-life picture of Brad Pitt on the side of a building.
Social posts will feature icons of the past and paparazzi shots of today’s hottest celebrities wearing Hanes.
Once we have established that Hanes is, and always has been, the sexiest brand for basics, we want to show Gen Z just how they too can look and feel their best in Hanes.
The B&W photography is simple and doubles down on the vintage aesthetic (for the Gen Zers who regretably don’t recognize Paul Newman and James Dean).
Because you can’t feel hot if you’re uncomfortable.
Feeling nostalgic? We’re bringing back the original Hanes logo from 1914.
Continuing the B&W images creates consistency throughout the campaign.
These print and social mock-ups are undeniably sexy, yet put comfort at the forefront of every message.
Photographs would be representative of the entire Gen Z population and celebrate all body types.
Hanes x Levis | It’s Always Been Us
Hanes and Levi’s are a tale as old as time; there is nothing more classic than blue jeans and white tee. The brands are a perfect match, which is why we propose the two team up for a collaboration.
To launch the collaboration, Hanes x Levi’s will host an After Party during New York Fashion Week that is all about comfort.
Instead of asking guests to arrive in high heels and couture gowns, attendees will arrive in their favorite blue jeans and Hanes tee.
With paparazzi snapping photos of celebrities as they walk in, the entrance to the event will serve as a runway for the collab.
The Team: Mia Garland, Mollie Neus, Ella Price, and Madeline Stephans