What Color Underwear Are You Wearing?
Hanes wanted their ladies underwear to be talked about in fashion magazines, but youngsters 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.

Effie Awards - Media Idea - Bronze
Creative Media Awards - Online Media: Branding - Finalist 
Festival of Media Awards - Best Digitally Integrated Campaign - Finalist

Facebook posts were created with the data gathered throughout the campaign. 
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