Gildan - “They Come In Multipacks For A Reason”

The challenge: while competitors like Hanes and Fruit of the Loom are known for softness and quality, Gildan has inadvertently carved out its territory as the cheap shirt for mass printing. To make Gildan a household name for plain white tees, we leaned into that reputation.

The truth is: white tees don’t stay white for long. Instead of wasting time on the care and preservation of a high-end white tee, Gildan suggests you cut your losses and freshen up with a new one.

CW: Maggie Williams | AD: Aron Shand.

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Mobile App

With the purchase of a 6-pack of Gildan white tees, users can download a mobile app that invites them to “Join the Fraterni-tee” and get a fresh white tee delivered to them anywhere.

In-Person Activation

Why wait for the owner of a pitted-out white shirt to come to us when we can go right to them?