Title | BOOB BALLS |
Brand | BERLEI |
Product / Service | BERLEI |
Category | A04. Production Design / Art Direction |
Entrant | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
Idea Creation | THE MONKEYS | PART OF ACCENTURE INTERACTIVE Sydney, AUSTRALIA |
Production | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
Additional Company | HECKLER Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Justin Drape | The Monkeys | Group CCO & Cofounder |
Vince Lagana | The Monkeys | Executive Creative Director |
Barbara Humphries | The Monkeys | Creative Director |
Chloe Banicevic | The Monkeys | Senior Art Director |
Archie Murugaser | The Monkeys | Senior Copywriter |
Mark Green | The Monkeys | Group CEO & Cofounder |
Matt Michael | The Monkeys | Managing Director |
Kelly Spence | The Monkeys | Group Account Director |
Kezia Quinn | The Monkeys | Group Account Director |
Shannon Duhig | The Monkeys | Content Director |
Greig Carlow | The Monkeys | Content Executive |
Fabio Buresti | The Monkeys | Executive Planning Director |
Michael Hogg | The Monkeys | Head of Planning |
Charlotte Marshall | The Monkeys | Strategic Planner |
Thea Carone | The Monkeys | Head of Production |
Kaija Wall | The Monkeys | Senior Broadcast Producer |
Sonia Ebrington | The Monkeys | Senior Integrated Producer |
Cathryn Cooper | The Monkeys | Junior Producer |
Leilani Croucher | Revolver/Will O'Rourke | Director |
Michael Ritchie | Revolver/Will O'Rourke | Managing Director/Executive Producer |
Pip Smart | Revolver/Will O'Rourke | Executive Producer |
Alex Kember | Revolver/Will O'Rourke | Producer |
Stefan Duscio | n/a | Director Of Photography |
Helen Fitzgerald | n/a | Production Designer |
Odd Studio | Odd Studio | Boob Ball Models |
The Glue Society | The Glue Society | Editor |
Natalie Jane Harvey | Citizen Jane | Casting Director |
Meg Drummond | Song Zu | Producer |
Simon Kane | Song Zu | Sound Engineer |
Karl Richter | Level Two Music | Music Director |
Jamie Watson | Heckler | VFX Supervisor |
Bonnie Law | Heckler | Executive Producer |
Amy Jarman | Heckler | VFX Producer |
Greg Constantaras | Heckler | Colourist |
Our Berlei Sport film opens on a ball flying through the air in a colorful sports court. As it spins towards camera it’s revealed it is not merely a ball, but a silicon ‘boob ball’, which is hit in slow motion by a pink tennis racket. We then see multiple ‘boob balls’ recoiling in slow motion to the impact of various sports, from tennis to gym, basketball to boxing. They bounce like real sports balls impact like breast tissue - a painful metaphor for how women’s breasts move differently in different sports. Finally we reach a super that is a call to action to viewers– “stop your boobs playing their own game.” Five women are now revealed, each playing a different sport and wearing a different bra from the range, before resolving with our message: Berlei is ‘The best support for sport.’
Australian women are playing more sport than ever before, but sadly, 37% of women are not wearing a sports bra while they exercise, and were not aware of the damage exercising without support was causing. Berlei are the Australian pioneer in sports bras, with first hand biometric research from their official partnership with The Australian Institute of Sport. They knew women needed to select their sports bras in the same way they would select any other piece of specialized sports equipment. In order to get our message across, we needed an impactful and memorable execution that educated about the problem, whilst standing out against the usual fashion based advertising of Berlei’s competitors. Using colorful environment and a pop soundtrack we also kept the tone modern and playful. The film was developed by a female creative team and also directed by a female director, ensuring empathy with our audience.
The production design of this spot works to create a visually arresting and provocative film. We worked with an Oscar & BAFTA award winning prosthetics company to create 15 boob balls of different sizes, skin colours and softness', based on the physics of sports balls and the vulnerability and irregularity of breast tissue. We tested the prototypes with different camera frame rates, locked that off, then ensured they then embodied the diversity of skin colour. All of this placed live in a stylised gymansium/ball court set that was designed to embrace the women and the bras they were wearing.