Hanes Go Tagless National Launch

Project:
To celebrate the “retirement” of the pesky t-shirt tag, Hanes wanted to literally lift tags off of giant Hanes shirts simultaneously in five markets nationwide, including Comfort, Texas

Client:
Weber Shandwick Worldwide, Sara Lee Branded Apparel

• Venue research, acquisition and relations in New York, Los Angeles, Chicago, Miami and Comfort, Texas
• Scenic design and production of 30’ tall shirt in NYC and 15’ tall shirts in other markets
• Vendor sourcing, contracting and management in each market
• Stage management with celebrities in each market
• On-site management and staffing

• A sail manufacturer to fabricate the giant shirts out of actual Hanes cotton material
• Rigging and a crane in NYC to lift the tag high above Times Square on cue
• Plasma screens to show a message from Hanes spokesperson, Michael Jordan
• Teams in each market to work with celebrities such as Yogi Berra, Alex Rodriguez, Dick Clark, Mr. T, George Gervin and John Paxson
• Permission to shut down Main Street in Comfort, TX (population 2,100) to have the local marching band and cheerleaders perform

Newspaper and television stories on the events ran in each city, featuring the celebrities and the retired tags flying high above the giant t-shirts. In total, over 400 million media impressions were registered nationwide. Sara Lee was so pleased with the event that Eventage was asked to repeat the show the following week at their headquarters in Winston-Salem, NC, where Mr. T (now Mr. Tagless T) was the featured guest.