Hanes wanted to show millennial women that it doesn't just make "granny panties" - it makes stylish, colorful and cute underwear, too.
So we decided to take advantage of milennials' willingness to overshare on social media by asking the classic cheeky question: What color underwear are you wearing?
I include this project in my book mostly because I wrote more than 200 tweets for it in about five days. If nothing else, I want you to know that when someone creates a joke-writing computer program designed to outsource my job to robots, I won't be going down without a fight.
Check out the website, www.undercovercolor.com, and the case study:
Creative Media Awards - Winner
Effie Awards - Winner
AME Awards - Finalist
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