Hanes
Comfort, Period.
For the uninitiated, period underwear comes with all kinds of questions. In tandem with Period Action Day, we partnered with Hanes and Special US to give New Yorkers an opportunity to trade in and try it out for themselves to see just how comfortable period underwear can be.
Director Bianca Giaever and her team created the Hanes Trade for Comfort pop-up truck, parked in a high-traffic area in Williamsburg. Their approach for the OOH experience tonally leaned more towards direct, straightforward messaging, meeting guests wherever they're at. This pop-up aimed to demystify period underwear by clearing up common misconceptions, answering questions, and offering samples.
Yes, they work.
Yes, you can work out in them.
No, you won't feel wet.
As visitors approached the truck, our team of friendly Hanes ambassadors answered questions and guided them to our trade-in spot, where they could trade in clean pads and tampons for a free pair of Hanes Comfort, Period underwear. The clean trade-in products and samples of the period underwear were donated to local charities.
