Four military veterans were outfitted in impeccable suits and put through a hefty workout by Men’s Wearhouse in an effort to raise funds for veterans programs.
In honor of Veterans Day, EP+Co created a social and video campaign in partnership with Men’s Wearhouse called ‘Operation Tailored Heroes.’ The company and the agency headed to Atlanta with a Navy Seal, a Green Beret, a US Marine and a Canadian Army Veteran. The vets were fitted in custom suits from Men’s Wearhouse, and put in a CrossFit workout to show their stuff and put their suits to the test.
All the vets were wearing product from the Awear-Tech Awearness Kenneth Cole label, exclusive to Men’s Wearhouse. The line uses 37.5 technology, an advanced fabric technology from the high-performance sports world. With this technology, patented active particles remove moisture in the vapor stage, before liquid sweat can form, making the tailored clothing items far more comfortable to wear. A 1% contribution from all gross sales of Awearness Kenneth Cole products sold exclusively at Men’s Wearhouse go towards Hire Heroes USA and HELP USA to support veterans transitioning back into the civilian workforce. Though this content was created specifically to tie into Veterans Day, the donations are generated year-round.
“Men’s Wearhouse wanted us to unthink the product demo, and do it with an added purpose: raising money for Veterans’ organizations. So obviously while we had fun, it was a lot more meaningful than the average project. Nothing like spending a day with our most elite soldiers while they try to break stuff, knowing we’re also doing a little good,” said Con Williamson, EP+Co president and chief creative officer.
The content will run on the Men’s Wearhouse site and their various social channels.