When Brawny released the biggest innovation in the history of paper towels (no really) by creating the first and only 3-Ply paper towel, we needed to get the word out in a big way.

We created the Summon the Strongest campaign - ditching the stereotypes of the paper towel category and bringing Brawny’s iconic mascot - the Brawny Man - to life in a brand new way.

RECOGNITION:
Campaign credited for JOAN’s Inclusion in Fast Company’s Most Innovative Companies 2026
Fast Company Brands that Matter 2025 Honoree
AdAge Creativity Awards Best Rebrand Finalist