HANES X-TEMP: HOT N’ HAIRY
How cooling apparel for the everyday can appeal to the everyman
Hanes was introducing their X-Temp line—sweat-wicking basics for the everyday—at a time when body hair wasn’t considered cool. And we were here to agree: body hair isn’t cool. It’s hot. And if X-Temp can cool these hot and hairy men, it can cool anyone.
The campaign spanned digital, social and experiential, including a Hot N’ Hairy hotline for emergency cooling over the phone, burner phone gifts for a select few hair-fluencers, and a sponsorship for the Beard & Moustache National Championships.
For Movember, we partnered with the National Beard & Moustache Championship to bring X-Temp to dudes who know a thing or two about cool hair.
Agency: 360i
CCO: Pierre Lipton
GCDs: Aaron Mosher & Dave Yankelewitz
ACD/Copywriter: Me
ACD/Art Director: Greg Dalbey
Copywriter: Paul Elicker
Art Director: Carla Butwin
Director: Ben Callner
Editor: Crandall Miller