Fruit of the Loom - "#Putashirton"

CP+B

CP+B Boulder, United States

11435

Title	#Putashirton
Agency	CP+B
Campaign	#Putashirton
Advertiser	Fruit of the Loom Inc.
Brand	Fruit of the Loom
Date of First Broadcast/Publication	2018 / 5
Business Sector	Clothing
Philosophy	Men around the world are posting a lot of shirtless selfies these days. Fruit of the Loom noticed this polarizing trend and immediately identified the underlying problem: Men’s shirts are falling apart before they can take a picture in them. In response, Fruit of the Loom created the #PutAShirtOn campaign, an outreach designed to help people identify men who need a quality tee by simply commenting on shirtless selfies with #PutAShirtOn. In its first few weeks, the accompanying PSA-style film was viewed over 10 million times and shared over 100,000 times on Facebook alone, helping countless men get their hands on a quality Eversoft t-shirt so they would no longer have to deal with the indignities of being shirtless.
Media Type	Social Media
Length	75 seconds
Account Supervisor	Mark Hurley
Account Supervisor	Lauren Sobolik
Account Director	Kristi Kirkeide Boutiette
Planning Director	Craig McDowell
Planning Team	Whitney Atkinson
Business Director	Paula Webb
Creative Director	KT Thayer
Associate Creative Director	Shannon Gibney
Associate Creative Director	Josh Shelton
Agency Producer	Amber Pena
Social Media Strategist	Nanci Zurek
Photographer	Mike Olmstead