Brawny: Giants Take Action

The Brawny Giant is one of advertising’s most iconic figures — a symbol of strength for generations of Americans. But when we began our partnership with the Brawny Team, we asked a simple question: what does modern strength look like today? The answer was right in front of us: the everyday people who don’t just complain about the world’s problems, but instead, try and do something about it. The people who talk a little less, and do more: these are our giants.

In early 2020, we were getting ready to launch the Giants Take Action campaign, when the Covid-19 pandemic hit. As we encountered story after story of people across the country rising to the occasion to help their communities, we pivoted quickly to highlight these stories and announce the launch of the Brawny Giants Initiative - a fund established to help support individuals going above and beyond to help others. To date, we’ve received thousands of submissions, and are telling the stories of these incredible individuals on a rolling basis through our social channels.

Featured In: Ad Age: Creativity, Adweek

“A new initiative from the Georgia Pacific-owned paper towel brand…calls on people to nominate their local heroes, or "giants," -- people who have gone above and beyond to help others during the pandemic.” -AdAge, Editor’s Pick

Agency: JOAN Creative | CCO: Jaime Robinson | ECD: Dan Lucey | AD: Sophia Moore | CW: Claire Wyatt