This shirt lets people hug without touching

'The Hug Project' from Cox Communications and FCB features clothing for virtual embraces

Published On
Jun 09, 2021

Editor's Pick

As we come out of the pandemic, people are starting to reconnect once again. But there are some immunocompromised people for whom vaccines don't work so well, and who still need to isolate due to their condition.

Cable brand Cox Communications is highlighting those families who can't hug each other with a new campaign, developed by FCB, that centers on a piece of wearable tech called the "HugShirt." In partnership with interactive fashion brand CuteCircuit, it uses haptic actuators and sensors to let people "hug" over Wi-Fi, so they can feel the touch of a loved one virtually. The shirts were designed after analyzing dozens of hugs.

An emotive hero film, seen here, shows a father with terminal cancer and his daughter connecting via the tech, with further films on YouTube documenting how it helped other families. Lance Oppenheim of M ssng P eces is the director on the campaign.

“Over the past year, we all learned what it’s like to be without human interaction,” said FCB Chicago Chief Creative Officer Andrés Ordóñez in a statement. “We admire Cox for practicing what they believe and using technology to bring individuals closer together, even when it can’t be in person. While technology can often be seen as cold, it was very powerful to see a brand tap technology in a heartwarming way that drives real human connections.”

Over the course of the pandemic, Cox has been running a series of campaigns that focus on the power of human connection. These have included turning a middle school drama production into an animated film as well as a project that focused on seniors feeling isolated in quarantine (both of which were created via 180 LA).


Jun 09, 2021
Client :
Cox Communications
Agency :
SVP Brand :
Gaston Vaneri
VP Brand Strategy and Consumer Insights :
Brian Stifel
Director Brand Strategy and New Media :
Rachel Negretti
Senior Manager Brand Strategy :
Allison Chait
Marketing Manager Brand Strategy :
Tawny Reyes-Ruden
Chief Creative Officer :
Andres Ordonez
EVP Executive Creative Director :
Avital Pinchevsky
VP Creative Director :
Sofia Gonzalez
VP Creative Director :
Josejuan Toledo
VP Creative Director :
Justin Enderstein
Senior Copywriter :
Andrew Wernette
Senior Art Director :
Dwight Williams
EVP Global Account Director :
Cary Pierce
VP Management Director :
Kevin Burke
Account Supervisor :
Megan Ogorzalek
Assistant Account Executive :
Jessica Narvaez
SVP Executive Producer :
John Bleeden
Executive Producer :
Ximena Aguirre
Production :
Lord + Thomas
EVP Director of Production :
Kerry Hill
SVP Director of Motion/Studio Manager :
Roman Mendez
Editor and VP Dir of Editorial :
Steve Immer
Editor :
Seamus Hehir
Assistant Editor :
Luke Wilkening
Studio Producer :
Katie Sink
Audio :
Alec Chojnacki
Audio Producer :
Alex Bartczak
Ang Puglise
Francis Kmeick
Michelle TImpone
Mike Czernuik
Anthony Palermo
Tom Mackey
Kathleen Chee
Production :
m ss ng p eces
Director :
Lance Oppenheim
EP :
Edward Saltzman
Managing Partner :
Kate Oppenheim
Managing Partner :
Brian Latt
Managing Partner :
Ari Kuschnir

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