Undercover Color
How granny panties started trending.
Hanes wanted their ladies underwear to be talked about in fashion magazines, but women considered them "granny panties".
We got millennial women to take notice of Hanes' decidedly modern cuts and styles by asking them a question that's soo not for your grandma: what color underwear are you wearing? And those over-sharing rascals told us! On Twitter! And we were able to track America's trending underwear color live on our microsite and a digital billboard in Times Square. And then some fashion magazines like Women's Wear Daily, Glamour, Nylon and People Style Watch wrote about Hanes. Mission accomplished!
Awards/Recognition:
Effie Awards - Media Idea - BronzeCreative Media Awards - Online Media: Branding - Finalist Festival of Media Awards - Best Digitally Integrated Campaign - Finalist
Interactive Lookbook
There was a time when women’s underwear advertising was all about smokey eyeliner and angel wings. Sexy? Yes. Relatable? Not for many young women. In the era of Victoria’s Secret, we dared to make an underwear ad featuring women enjoying themselves, their bodies and their power—not for a man’s attention, but for the ecstasy of getting to live in a female body — something ads had never permitted for young women before this.
By leaning into Hanes' legacy of comfort, this campaign offered a liberating contrast to the hyper-glamorous, male-gaze-driven marketing of the time, shifting the narrative from a performance of femininity to an embodiment of it.
