Hanes: Celebrating 50 years of Hip Hop with the White tee

It’s always interesting to see a brand make a claim to be a relevant part of a moment in culture. Sometimes it feels like a reach. This was not the case.

The Iconic White Tee made it’s mark on the world of hip hop and continues to do that to this day. And now, As we celebrate 50 years of hip hop, we gave the White Tee a voice.

A talented team of young creatives (Isaiah and Jacob) wrote this love letter to hip hop from the POV of a white tee with the special reveal at the end, showing this was being projected ON TO the white tee.

It spoke to the history of the shirt, the music, but more importantly the future.

Though my role was small, my pride for this project is not. Take a look!

on top of that, we created special boxes to send out to rappers we identified as leading the pack for the next 50 years…

With personalized letters written to each musician, we were able to make a real statement to each of them, sending them an iconic beefy white tee and a collaborative playlist to paint a picture of the future of the industry.

Agency: The Martin Agency
Copy: Jacob Knight-Thomas
Art: Isaiah Timmons
Associate Creative Director (Copy): Me
Associate Creative Director (ART): Rushil Nadkarni
Social Creative Lead: Nadezhda Camperlengo

Director: Shomi Pawtry (Illusive Media)