Cutwater – along with their client, American Giant, launched a brand new digital campaign centered on the theme; “Thank the Struggle.” American Giant was catapulted to cult status for making the ‘Greatest Hoodie Ever made’ and producing American manufactured clothing sold direct to consumer. The American Giant & Cutwater campaign is based on the sentiment that life’s challenges and hardship-filled moments make us who we are. Grit, resilience, and fortitude turn setbacks and struggles into opportunities. This sentiment is both a nod to the AD company story, a person who perseveres, and actually thanks the struggle that make them who they are.  The anthemic campaign includes :30 and :15 spots running across Facebook, Instagram and YouTube pre-roll.

Agency: Cutwater
Director & Editor: Doug Cox/The Cabinet