The Gitchhiker
Viral
2013
john st
t: 4163480048
e: rjohnston@johnst.com
w: johnst.com
Ad Agency: john st. Executive Creative Direction: Angus Tucker, Stephen Jurisic Art Direction: Kyle Lamb Copywriting: Kurt Mills Creative Director: Chris Hirsch Creative Director: Nellie Kim Agency Producer: Ryan Bourret Account Executive: Andrew Godfrey, Joelle Woodruff Account Director: Melissa Tobenstein Production Company: Secret Location Production House Producer: James Milward Design: Kai Salminen Development: Paul Stodolak, Adam Drake Technical Director: Ryan Andal Post Production Company: Relish Editorial
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%.