HANES MODEL CITIZENS
When you think of Hanes… what do you think of? Well, first off, if you’re under 30 you probably don’t think about Hanes at all. They’re your dad’s underwear. Walter White’s whitey tighties. You want those MeUndies, Mack Wheldons, PSDs, etc etc etc!
Our challenge was to revamp Hanes’ look and change the way guys think about at the brand, from old and out-dated to one of style, comfort and relatability.
That’s why we introduced the Hanes Model Citizens — everyday guys doing amazing things in their communities, and who just so happened to agree to try out underwear modeling for a day. Lucky us.
They’re Model Citizens any which way you read it.
AD: LANCE MORALES
PHOTOGRAPHER: WESLEY VERHOEVE
*Launching OCT. ‘19
MEET THE #HANESMODELCITIZENS
We traveled to Austin, Denver and NYC to meet up with these up-standing dudes, capturing imagery of them at work and in their Hanes.
We create landing page where we could tell their stories and show the world the purpose behind what drives them.
(Site not LIVE yet)