Proving Hanes sweat wicking technology works by testing it on the hottest consumers.
Hanes XTemp Underwear
Challenge: Hanes wanted to introduce their sweat wicking technology in a unique and unexpected way. Focusing on the emotion bennefits and not the actual tech.
Solution: Hot n’ Hairy. Hanes put their sweat wicking technology to the test with the sweatiest and hairiest men out there. Proving that it can work for even the hottest of men.
To get the attention of influencers we made a Hot N' Hairy hotline and sent them burner phones covered in hair.
We partnered with the National Beard and Moustache Championship for #Movember
And created a cool landing page on Hanes homepage. We almost got fired for this.