Hampys Blue, not holiday red.
Create brand recognition by spotlighting the brand’s signature color.
ART DIRECTION
Hampys – “Layering starts here.”
THE CHALLENGE
Reframe an everyday essential for the holiday season while maintaining the brand’s core identity.
THE OPPORTUNITY
Own the first layer of winter.
The idea
Layeringstarts here.
Instead of competing with the outerwear and knits that dominate winter advertising, Hampys reframes underwear as the layer that comes before everything else.
Winter
The season of layers
Layering starts with underwear
Hampys
Art direction
Winter without cliché.
Creatively evoke the holidays without relying on overt Christmas imagery.
Domestic nostalgia.
An intentionally exposed set that feels surreal, yet warm and familiar.
The product comes first.
Keep the product and packaging at the center of the visuals.
The visual world
The direction
The messaging
Layering as a language and style.
Product presentation
Packaged for gifting.
By introducing new 3-pack packaging, the holiday campaign positions the purchase as a convenient gifting option.
Digital
OOH + print
The next layer
Extend the campaign beyond the holiday purchase.
