Anna Hecker, Creative Director

For the holiday season, Hanes tapped my team to construct a marketing campaign that would both drive awareness and help a worthy cause. Since the most requested item in homeless shelters across America is clean, dry socks, we created the Hanes' Sock Drive, a Facebook application that allowed users to send virtual socks to friends and family and have their gift matched with a real pair donated to a homeless shelter by Hanes.

The campaign was an enormous success, meeting the 100,000 goal within a matter of days and delighting the client so much that they asked for a repeat the next year. It also won an OMMA award.