Esquire has hosted the Best Dressed Real Man competition for over five years and for a second year they chose Hunt & Gather to re-think, re-design, and re-launch the contest online. H&G designed and developed a full site experience including improved U/I to create, share, and link to profiles, social networking tie-ins such as Facebook, Twitter and MySpace, as well as the voting mechanism for the contest. H&G also created a strategic rollout of site content based on contest deadlines in order to maintain a dynamic "something's always happening" vibe on the site.