American Giant, Thank the Struggle

Cutwater - along with their client, American Giant, launched a brand new digital campaign centered on the theme: "Thank the Struggle." American Giant was catapulted to cult status for making the "Greatest Hoodie Ever made" and producing American manufactured clothing sold direct to consumer. The American Giant & Cutwater campaign is based on the sentiment that life's challenges and hardship-filled moments make us who we are. Grit, resilience and fortitude turn setbacks and struggles into opportunities. This sentiment is both a nod to the AG company story, tackling American manufacturing when everyone else said not to, and the AG customer story, a person who perseveres and actually thanks the struggles that make them who they are. The anthemic campaign includes :30 and :15 spots that are running across Facebook, Instagram and YouTube pre-roll.