Create the supporting digital/social work for The Martin Agency’s ‘End the Smellfie’ campaign which introduced Hanes’ FreshIQ, an all-new, advanced odor-controlling line of men's underwear.
This odor-blocking underwear ended the need to check for B.O., aka a ‘Smellfie.’ but we were given freedom to branch out from that idea with our work. We came up with two directions, the ideas for each are written below.
CW: Robert George
We had to piggy back off the commercial shoot which meant we had to use all the same actors, props, and sets and we weren’t even guaranteed time to shoot. We were given just two weeks to put together ideas and a plan so it was an exercise in thinking fast to say the least.
When someone catches you taking a whiff of your pit, aka doing a Smellfie, you have to think fast to conceal your dirty deed. However thanks to Hanes’ FreshIQ you no longer have to worry about Smellfies or your lame excuses.
Bad body odor can happen anytime, any place. Thankfully, when this happens Hanes' FreshIQ can also be delivered by anyone.