HANES / TO HIP HOP WITH LOVE

Hanes paid tribute to hip-hop’s 50th anniversary by honoring the white tee as a symbol of hip-hop culture.​ Written in the language of hip-hop to the members of hip-hop, we released a social film campaign #ToHipHopWithLove that told a story from a white tee’s perspective in celebration of the 50th Anniversary of Hip-Hop.​ Team captured behind-the-scenes content with our talent to bolster the film production beyond the long-form and into a rich content ecosystem for our social feeds.​

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In our quest for the film's cast, we sought individuals who authentically embody the culture and possess a genuine understanding of what the White Tee signifies within the Hip Hop community. To achieve this, we carefully selected our cast and filmed in the heart of the Hip Hop Mecca, New York City. We were truly fortunate, as our search led us to not only discover authentic New Yorkers but also afforded us the opportunity to shoot some influential and well-known figures from the city, including A$AP Tyy, Amaurys Grullon, DJ Spinelli, Hassan Rahim, Remy Banks, SPORTY!, and Tweek Tune.

 

The future-forward extension: “The Next 50”. We identified 50 Gen-Z change-makers within the genre and sent them Hanes white tees within a limited-run mailer kit that included a letter recognizing their talent. We collaborated with three members of this group to show off their vision for the next 50 years of hip hop with music video-style unboxing videos on Instagram + TikTok.

 

KEY HIGHLIGHTS

• Positive Sentiment: Sustained 100% positive sentiment across social media, strengthening Hanes' connection with the hip-hop community.

• Noteworthy Partnerships: Built strong partnerships with Roc Nation and the A$AP team, essential for campaign success.

• Influencer Engagement: 62% of influencers re-shared content from custom kits crafted in collaboration with artists like @asaptyy, @wilsonathletics, @wakai007, @rappingprincess.​

• 117K+ impressions, 5.9K+ mentions, 5.55% engagement rate.

 

PRESS

• Ad Age: Hip-hop's 50th anniversary—see how brands are celebrating

• Campaign Live: Hanes thanks hip-hop for iconizing white tees in 50th anniversary campaign

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