MERRELL

Merrell launched a new shoe, the Bravada 2, specifically designed to support women from the gym to the trail.

The Ask: How can Merrell encourage more women to spend time outdoors (and in Bravada 2s)?

The Insight: There is no better form of self-care than spending time in fresh air, yet women are spending more money on serums than sneakers.

The Strategy: Show women that there is more to Health + Wellness than skincare routines and juice cleanses.

Big Beauty tells women they have to spend a $#!% ton of time and money to be attractive.

The Wellness Industry wants women to think self-care is something that can be sold.

The truth?

Looking and feeling your best is as simple as taking a step outside.

Merrell is here to help women break away from the beauty industry and find their free.

Print Advertisements designed for full-page spreads in magazines like Cosmopolitan and The New Yorker.

Large-scale platform ads for digital screens at subway stations or bus stops.

Intentionally subversive placement outside of big names in the Beauty industry like Sephora, Ulta, and Blue Mercury.

Hanes

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)

Feeling nostalgic? We’re bringing back the original Hanes logo from 1914.

Continuing the B&W images creates consistency throughout the campaign.

To introduce the campaign we wrote a break-up letter, signed by women around the world, to Big Beauty and the Health + Wellness industry.

The letter doubles as a script for a 60-second video.

The vision for the video is reminiscent of an angry girlfriend breaking up with a cheating ex and chucking all of his belongings off an apartment balcony. Expect to see shattered glass bottles, exploding powders, and melting makeup palettes, as women around the world free themselves from their toxic relationship with Big Beauty.

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).

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.

Because you can’t feel hot if you’re uncomfortable.

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: Mollie Neus, Mia Garland, Ella Price, and Madeline Stephans