The "In My Tee" Campaign featured a cast of real people and friends from different walks of life. Focussing on the fact that everyone wears tee shirts. Showcasing the product in a classic and timeless manner created a season-less and emotional connection to a product everyone owns and loves.
The "In My Tee" Campaign took the focus off the product and instead highlighted the people that wear the tee shirt. We all wear tee shirts- they are an intimate garment and something that is universal across all people groups. This campaign aimed at reflecting this truth.