The Gitchhiker
Branded Content
2013
john st
t: 4163480048
e: rjohnston@johnst.com
w: johnst.com
We challenged one man to hitchhike across Canada. If he made it in 21 days, Stanfield’s would donate $20,000 to below-the-waist cancer research.But he had to do it all, wearing nothing but Stanfield’s underwear. And since “Gitch” is slang for underwear – he became “The Gitchhiker”. In 21 days, Stanfield’s earned over 47 million media impressions, the Gitchhiker was interviewed on every major news network across the country, and online underwear sales increased by 50%.
Ad Agency: john st.
Executive Creative Direction: Angus Tucker, Stephen Jurisic
Art Direction: Kyle Lamb
Copywriting: Kurt Mills
Creative Directors: Chris Hirsch
Creative Director: Nellie Kim
Agency Producer: Ryan Bourret
Account Executive: Andrew Godfrey, Joelle Woodruff
Account Director: Melissa Tobenstein
Production Company: Secret Location
Executive Producer: James Milward
Development: Paul Stodolak, Adam Drake
Technical Director: Ryan Andal
Post Production Company: Relish Editorial