Hanky Panky - The Original

Strategy and Web Design

2023

Strategic Direction by Katie Hatfield, Brandsisters; Creative Direction by Eva Brandstötter-Reilly, Brandsisters and Moises Chazez, Hanky Panky.

hankypanky.com

A woman in front of a purple background is wearing a button up white shirt and jeans. The shirt is open and the jeans are un-buttoned, revealing lacy black underwear.

Working closely with the internal team at Hanky Panky, we developed a campaign to reëstablish the legendary creds of the iconic Hanky Panky thong. With a homepage takeover and social media assets, we built assets and materials building off a photoshoot art directed by Moises Chavez.

The campaign centered on three primary messaging goals:

Call out the thong as a cult icon;
Leverage the thong's story and history in New York City;
Prove the thong's status by highlighting how frequently competitors have tried and failed to imitate it.

‍

A rear image of a woman pulling jeans up over her black lace thong in a studio setting. The headline on the image reads "There's only one." and beneath it there is copy "There's only one original lace thong and we make it." There is a button beneath it to "Shop the original"

‍

A close-up of a woman wearing a black thong. There is text on top of the image that reads "Copied, wildly. Imitated, never. Recommended, always."

‍

A close up of jeans and small text that reads "Created in NYC"

Part of a website selling "The original rise thong, created in NYC." A headline: "Often imitated, never matched. Since 1986" is next to a woman showing her lacy black underwear. Beneath it is a line of logos showcasing what publications have written about the thong: The New York Times, Bazaar, The Wall Street Journal, and Vogue.

Section of a website. Close up of a hand holding the side of a lacy black thong. Text reads: Made to fit. Made to last. One size fits most. It's called the World's Most Comfortable Thong for a reason. Shop the original

Close-up of a green lacy thong on a white surface. Text reads: If you get it, you get it. Feel it, wear it, never look back (except to admire your booty.) Shop the original

A woman wearing lacy black underwear. Text reads: The Original Thong. There's only one.

mock-ups of social media posts for Hanky Panky. Close ups of women wearing a lacy black thong and text over it reads "Original Rise. There's only one." The first image is captioned "Shop the original. When it comes to lace thongs, nobody does it better. (And they've been trying to, since it launched in 1986.) The second image's caption reads: Shop the original. Slip into the wildly copied, never matched, Worlds Most Comfortable Thong.

Close-up of a woman wearing black lacy underwear and pulling jeans on.

Close up of black lacy underwear and text that says: Serious. Icon. Vibes.

A woman in a studio setting is wearing white pants and holding a black blazer while wearing a lacy black bra..

Mock-up of the hanky panky homepage take-over selling the original lace thong.

‍

Hanky Panky - The Original

Image Gallery

other Projects

Flag Factory

Crossings

Rabble Rise