To create our walking billboard, we challenged one man to hitchhike coast to coast. Wearing nothing but Stanfield’s underwear.

And since Canadians call underwear 'Gitch' – he was named 'The Gitchhiker'.

To support the campaign, we created limited-edition underwear, complete with a 'thumbs up' on the crotch. A Facebook App was developed to follow every aspect of his journey. And a branded support vehicle accompanied him to generate buzz on the road.

Next, we teamed-up with the Canadian Cancer Society, adding a newsworthy challenge: if he made it in 21 days, Stanfield’s would donate $20,000 to below-the-waist cancer research.

Finally, we leveraged media partnerships: the Gitchhiker appeared on dozens of morning shows (including Canada’s two national broadcasters – CBC and CTV), performed on stage at Second City (in his underwear) and got a ride from a cast-member of Canada’s most popular reality show, Dragon’s Den (who also stripped down for the cause).

Using a unique and very untraditional media plan, the campaign earned over 47 million media impressions.

The Gitchhiker appeared on every major news network in the country, completing more than 60 radio and television interviews in just 21 days.

Even more impressive, Facebook fans increased by 500%, traffic to stanfields.com was up 84% and online underwear sales increased by 50% during the campaign.

We also collected thousands of dollars in unsolicited donations along the way, which – combined with Stanfield’s donation – garnered a total of $32,398 for the Canadian Cancer Society.