Guy At Home In His Underwear

Branded Content

2011

john st.
t: 416-348-0048
e: sjurisic@johnst.com
w: johnst.com

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.

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