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.
"We couldn't have done it without you!... We appreciated your leadership, insight, creative problem solving and team partnership in making the retirement of the T-shirt tag and introduction of the Hanes Tagless T-Shirt an overwhelming triumph for the brand." - EVP & Creative Director, Weber Shandwick Worldwide
"The event [in Winston-Salem] was a huge success...Couldn't have done it without your team...they were great!!!" - Marketing Manager, Sara Lee Corporation
"We had fun working with you and your crew. You have been the most professional and organized group that have done an event at Bayside. You are welcome to come back any time!" - Manager, Specialty Retail, Bayside Marketplace Miami
