Meet the Brawnys
There’s more to Brawny paper towels than the Brawny Man. In fact, there’s a whole family. This social media-focused campaign parallels the AW! Moments campaign, introducing us to Mrs. Brawny, a funny, capable woman who in many ways is the brains behind the brawn.
Through videos, digital media, social media and demos, we bring the Brawnys to life — and build a warm, relatable story behind the Brawny brand.
I was the ACD and Art Director on this project, please see below for a list of credits.
Through videos, digital media, social media and demos, we bring the Brawnys to life — and build a warm, relatable story behind the Brawny brand.
I was the ACD and Art Director on this project, please see below for a list of credits.
Brawny site
The Brawny test lab
The campaign would bring the Brawny family to life with a series of videos that would live on the Brawny site and on a YouTube channel
The YouTube channel would host the Brawny stories, along with tips, product information and offers from Brawny and partners. The Brawny logo would indicate hidden easter eggs which users could engage with to enter to win prizes.
Mrs. Brawny would act as the brand ambassador, bringing the brand to life across the web and in social media.
Users would be invited to redefine and own the word Brawny via the brand's Facebook page. The brand page would also feature things local social initiatives led by the Brawny brand. The family would even have its own Spotify channel.
Mrs. Brawny would take the Brawny brand on the road to cities across the US.
Credits: Jocelyn McCanles (copy), Mike Fung and Ernie Lageson (ECDs)
