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Guy At Home In His Underwear

Branded Content

2011

Cas Ward (john st.)
t: 416-348-0048
e: sjurisic@johnst.com
w: johnst.com

Creative Direction: Angus Tucker Ad Agency: john st. Creative Direction: Stephen Jurisic Art Direction: Nellie Kim Copywriting: Chris Hirsch Interactive Producer: Mavis Huntley Planner: Tammy Chiasson Production Company: Secret Location/Hard Citizen Executive Producer: James Milward, Jacinte Faria, Eva Preger, Link York Interactive Producer: CJ Hervey

Winning Website: unignorablework.com/guy

Stanfield’s Ltd. is a small, 150 year-old underwear company that was well known among the older generation, but for younger consumers, they weren’t even in the conversation. Pre-campaign Radian6 tracking showed “0” mentions of the brand online.Our challenge was to get a younger generation talking about Stanfield’s again, with an idea that was rooted in their “We Support Men” strategy. So we decided to prove it. With an initiative that actually supported them.

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