This campaign is size XL. From giant green screen kneel downs to towering drone walks and even one rambunctious boston terrier. It had it all. Even a cannes lion director to help ensure the perfect comedic timing.

Brawny “Stay Giant” Campaign

Chili :30

Gift :30

It’s not everyday you get to cast for an American icon. After an exhaustive search we found the perfect fit for the new man in flannel with the deep voice to match.

“Motor City Rust”

Rust Detroit

“Empire City South”

Along the way we designed and manufactured the custom plaid flannel. Then our celebrity stylist tailored the perfect fit for our giant. No easy feat making a run of your own proprietary textile.

  • Brawny Towels

    GIF

  • Bend But Never Break

    Outdoor

  • Stay Giant

    Website

  • Never Throw In The Towel

    Outdoor

  • Stay Giant

    Outdoor

  • Ellen Degeneres

    PR

Beyond tremendous increases in sales and overall brand health metrics, the campaign inserted Brawny into pop culture conversation once again.

To celebrate Woman’s History Month, we revealed that #STRENGTHHASNOGENDER

Credits

Harold Einstein / Director

Production Company / Dummy

Editorial / Dave Anderson / Arcade Edit

Color / Gregory Reese / The Mill

Audio / Margarita Mix

SFX / Human