Banana Republic partnered with Hot Dudes Reading (a fun-humored Instagram account that posts pictures of well-dress men reading books) to generate awareness for First Book, a children’s literacy program.
Users are encouraged to tag photos of well-dressed men reading with #HotDudesReadingForACause for a chance to be featured on the promotional site and in turn encourage donations to First Book. Banana Republic is jumping on the campaign by submitting pictures of their own – attractive men wearing none other than Banana Republic clothing and reading (of course!). Banana’s involvement with the campaign is a nice tie-in to their rebrand. Banana is looking to be modern, fresh and more relevant to how consumers live their life.