Stanfield's

While this is probably the oldest piece of creative in my portfolio, it is one of the pieces of which I am most proud.

Stanfield's, the iconic family-owned and operated maker of underwear, was looking for an Atlantic Canadian agency to do great branding work. After taking the factory tour (always a good idea) and doing some research, we arrived at the strategy: Stanfield's is Canadian for underwear.

From there, the leap to using the famous words of Canadian icons to obliquely refer to activities that take place while not wearing the underwear was simple.

Though we won several awards for this work, my favourite accolade came from our client's mother when I met her at a fundraising dinner. Apparently the family loved the canoe poster so much, they had it framed. It now hangs proudly above the fireplace in their summer home.