Stanfield’s

A traditional Canadian brand with 150 years of history, Stanfield’s needed some credibility in a world of fashionable competitors like Joe Boxer, Calvin Klein, DEX and Tommy Hilfiger.

For more urban, fashionable, image-conscious males, this century-old image was a liability. But John St. found a significant group of young men for whom that unfussy, no-nonsense image could be seen as a positive. So where most underwear brands feature models wearing nothing but their briefs, John St. presented a world of fully dressed men.

The idea was simple: you don’t have to see them to know who’s wearing them. Two TV spots, “Guys Night Out” and “Exercise Ball,” ran during NFL football and sports highlight shows like Sportsnet, SportsCentre and The Score last fall. During the winter, another spot, “Meat Locker,” was added to the rotation to promote the garments’ thermal qualities.

Research done in December 2007 showed spikes in overall awareness, brand recall (both unaided and aided) and intent to purchase. The campaign garnered significant attention domestically and was shortlisted at the One Show and Cannes.