When winter bites, guys face a grim choice: pile on layers for shaky support or freeze with none at all. Both suck – uncomfortable, impractical, and stuck in the past. We flipped that script for SAXX, carving out a bold new territory: layer right. One smart base layer, no extra underwear, all the warmth and support a guy could need.

I sparked this rethink, concepting a campaign that trashed the layering-up myth and put SAXX in charge of cold-weather comfort. I wrote punchy, guy-approved copy – spanning retail signage, social posts, emails, and digital ads – that rallied men to ditch the underwear underneath their baselayer habit for good.

The outcome: a product campaign that helped guys gear up for the chill.