32. HENDERSONBROMSTEADART
For several years, HendersonBromsteadArt has been coming up with tongue-firmly-planted-in-cheek campaigns for Hanes Beefy-T products. According to creative director Hayes Henderson, “The client understands the irreverence is what’s keeping Beefy-T front and center in the mind of their customers. This year, their imperative was to talk more about product features. Our solution was to use the cheesy language and graphics of supermarkets and butcher shops.”

As part of the campaign, designer Bizzle Hackley developed what was supposed to be just a promotional logo for giveaway Tshirts. “Everyone looked at it and said it’s just too cool. So we decided to make it the pivotal piece and push it into everything we did,” says Henderson. The product brochure, designed by Kris Hendershott, features photos from several butcher shops around the Boston area. While they didn’t show actual meat—“The product is supposed to be the meat,” notes Henderson—the team did have some pretty gruesome pre-shoot clean-up duties. In spite of the playful nature of the brochure and the success of the campaign, “Kris came back from the shoot not wanting to eat meat for a while,” Henderson says.
Laurel Saville