Summon The
Strongest
CLIENT: BRAWNY / GEORGIA PACIFIC
AGENCY: JOAN
When Brawny launched the biggest innovation in the history of paper towels (no really), we needed to get the word out in a big way.
To let the world know, we created Summon the Strongest — a campaign that broke the category norms and brought the iconic Brawny Man to life in a new and modern way.
// Awards & Press
AdAGE // ‘Reimagined Brawny Man Launches A Third Ply’
ADWEEK // ‘The Brawny Man Returns With New Look’
MUSE BY CLIO // ‘Brawny Man Springs to Life’
WSJ // ‘They Broke Up. Then Came The Brand Deals.’
TMZ // ‘Finally, A Man I can Rely On…His Name Is Brawny!’
‘Fast Company’s Most Innovative Companies 2026’ - Campaign credited for JOAN Creative’s inclusion
‘Fast Company Brands That Matter 2025 Honoree’
‘AdAge Creativity Awards Best Rebrand Finalist’
