Who Wot Why Puts Men’s Mental Health on the Agenda with Provocative AndThen Work

Independent creative enterprise Who Wot Why launches its inaugural work for AndThen, a purpose-driven men’s boxer shorts company that is driving much needed positive change in society.

The brand’s challenge was to create an OOH execution to command attention and inspire people with respect to the AndThen’s founder’s highly personal mission to support men’s mental health. The purpose-driven brand gives 50% of its profits to men’s mental health charities. 

The idea is all about feel good pants, which is inherent in the product and its higher purpose of supporting men’s mental health.

Strikingly simple, the new OOH work reminds men of the daily power they have in making positive choices for themselves and others, by creating an original composition of a familiar configuration with a banana and two plums in a feel-good smile.

Katie Goodrum, founder at AndThen said: “The decline in men’s mental health across the nation has been brutal to watch. It struck me, that like our thought patterns, underwear is private and remains largely unseen. Who Wot Why have articulated my brand’s purpose, and the product feel in the perfect poster.”

Sean Thompson, joint CCO and co-founder at Who Wot Why, commented: “Who Wot Why is all about presenting the provocative truth in a deceptively simple way. We set about creating a punchy, unforgettable smile in the mind to demonstrate AndThen’s life-changing purpose.”

The work is photographed by Richard Pullar, and it is running on prime GEM media sites in both England and Scotland.

The work is the latest in a long line of Who Wot Why’s stellar delivery of simple and effective OOH work, following recent platforms for MOJU, Tofoo and Pip & Nut.