The Campaign

We knew guys didn’t care about their choice of underwear, so we had to find a different way to get through to them. So we talked to them about something they did care for. We created a pair of talking testicles to highlight everything that our “boys” go through and reminded men that surely your boys deserved Bonds underwear. One execution of the campaign appeared on a giant digital billboard in Melbourne. CBD The billboard received a live RSS feed of the weather and displayed the temperature at the site. The testicles then reacted based on the weather. If it was hot they descended to the bottom of the billboard and fanned each other and wiped their brow, if it was cold they shrunk up to the top of the billboard shivering. We even allowed for them to blow from side to side if it was windy.

Creative Execution

The execution ran for a week during the launch of the Bonds “The Boys” campaign on one of the busiest corners in Melbourne. The digital billboard measured 24m x 8m.

'The Boys’ as a broader campaign has been transformative for the Bonds Mens Underwear business. Mens Underwear sales had grown by 161% and web traffic to the Mens Underwear page on bonds.com.au had grown by 420%.

This campaign was primarily an awareness strategy, so we used outdoor as one facet of the campaign to reach as many eyeballs as possible. The added benefit of slightly risqué, engaging creative on a giant digital billboard in the centre of Melbourne was that it generated a huge amount word of mouth and earned media.