Art Direction
Hanes Socks
Hanes needed a campaign that made an everyday product impossible to ignore. The insight was simple but powerful: billions of socks go missing every year- but only one, never a pair. Instead of ignoring that truth, we built the entire campaign around it.
Year
2024
Client
Hanes
Industry
Apparel
Roles
Art Director, Designer
About
SOCK INSURANCE positioned Hanes 3-pack socks as the solution to one of life's most relatable small disasters, the lonely leftover sock. The campaign spanned packaging, guerrilla street postings in laundromats, vending machines dispensing single replacement socks, and a microsite where users could officially file a missing sock claim and receive a replacement plus 10% off their next purchase. Art Direction and Design: Anju and Jeevan | Copywriter: Varisha
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