Anna Hecker, Creative Director

I came up with Uncomfortable Holiday Moments as the cornerstone for Hanes' holiday gifting campaign. The message: Give and request Hanes this season and make everyone’s holidays just a little more comfortable.

This tied in perfectly Hanes' Comfort Fit Guarantee and resonated with shareholders and customers alike – after all, who hasn’t experienced an Uncomfortable Holiday Moment? The client loved the concept so much that they asked us to explore extending it through multiple key purchasing seasons.