| Title | CYCLE |
| Brand | PACIFIC BRANDS UNDERWEAR GROUP AUSTRALIA |
| Product / Service | BONDS |
| Category | A02. Script |
| 3 of 3 Campaign | |
| Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Idea Creation | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Production | GUILTY CONTENT Melbourne, AUSTRALIA |
| Contributing | FINISH PRODUCTIONS Melbourne, AUSTRALIA |
| Contributing 2 | FLAGSTAFF STUDIOS Melbourne, AUSTRALIA |
| Contributing 3 | PACIFIC BRANDS UNDERWEAR GROUP Hartwell, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| James McGrath | Clemenger BBDO Melbourne | Creative Chairman |
| Ant Keogh | Clemenger BBDO Melbourne | Chief Creative Officer |
| Paul le Couteur | Flagstaff Studios | Sound Designer / Engineer |
| Michael Derepas | Clemenger BBDO Melbourne | Planning Director |
| Anthony Phillips | Clemenger BBDO Melbourne | Creative Director |
| Richard Williams | Clemenger BBDO Melbourne | Creative Director |
| Tony Rogers | Guilty Productions | Director |
| Marin Johnson | Guilty Productions | DOP / Cinematographer |
| Richard Hamer | Guilty Productions | Editor |
| Jason Byrne | Guilty Productions | Producer |
| Simon Lamplough | Clemenger BBDO Melbourne | Group Managing Partner |
| Kellie Lennon | Clemenger BBDO Melbourne | Business Director |
| Grant Oorloff | Clemenger BBDO Melbourne | Account Director |
| Emily Small | Pacific Brands Underwear Group | Head of Marketing - Bonds |
The brief from Bonds was simple, get men talking about their undies. It turns out that men don’t really think much about their undies and because of this they never really buy any new ones until things have got a little out of control. Bonds wanted to put undies on men’s radars but knew historically talking to them about the product benefits of their smalls doesn’t really work. So for this campaign we thought we would talk about something that they’re a little more attached to: Their Balls.