John Gabor Szalay

Hanes had been at Martin Agency for 20
years. I was given the account to run, my
team & wanted to try something different.
We locked arms with our clients to try a
new direction, ending up with a musical
anthem. We got some pretty cool press
around our position on men’s body
positivity & acceptance.

The work produced the highest ever brand lift
against a hard to reach young male audience.
Garnering metrics like:
Purchase Consideration +19%,
Is For Someone Like Me +15%,
& A Brand I Prefer Over Other
Brands +16%.