#NOFILTER
The first unretouched General Pants campaign empowering the community to embrace realness. The campaign drove the highest engagement & user generated content, achieving 65%+ increase in swim sales & 15M+ impressions during the campaign period.
#GPCREATORS
Network of 100+ creators across Australia & New Zealand, designed to drive community influence via authentic, more personalised content.
WE ARE GEN P
Through a national research piece with 10,000+ 16-24 year-olds, GP identified a trend with anti-labels. The campaign WE ARE GEN P was launched to celebrate individuals not bound by society norms. The campaign unpacked the stories of 12 individuals, amplified across stores, digital, social, OOH and street posters, achieving 18M+ impressions.