Gant
Never Not Comfortable
GANT had dressed buttoned-up professionals since 1949. But today those professionals’ daily lives had become much more active. When GANT invented Tech Prep, a technical fabric made to breathe, stretch and wick moisture, our challenge was interrupting tech-savvy, on-the-go, constantly busy professionals where they live: on their phones. Our campaign, Never Not Comfortable, found the perfect vehicle in the popular, repetitive boomerang format on Instagram and Facebook, fueling it to 3 million views and a 400% increase in e-commerce traffic.
Role: Senior Art Director
Created at: Highfield
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