Planning Awards: The Martin Agency, Richmond, Va. (Silver)

AGENCY: The Martin Agency, Richmond, Va.

Client: Hanes Brands Inc.

Brand: Barely There

Category: Small budget

Campaign Title: “Barely There”

Planners: Darla Miazdyck, Katherine Wintsch

With a budget less than one-tenth the size of the category leader, Barely There set out to create a more meaningful and lasting connection with women. Through innovative research nationwide, the planning team learned that the ultimate goal of women was not to “look sexy with their clothes off,” but to “look and feel sexy with their clothes on.” After much research the planning team identified what many women knew, but advertisers had ignored: There’s nothing worse than a bad bra day. The team then created a dictionary of “bad bra moments.” Armed with such vocabulary the team briefed creatives and clearly inspired the simple problem/solution creative work. Not one skinny model or semi-naked torso in sight.