Wilson Everard reveals the ultimate tool box to launch ‘hard working underwear’ Tradie by SOJO
November 22 2011, 6:24 pm | | 10 Comments
Using the theme line “Hard working underwear”, Wilson Everard, Melbourne has launched a new campaign for Tradie by SOJO.
“We needed a campaign that would appeal to both sexes as women often buy the underpants for their men,” says SOJO marketing manager Ben Goodfellow. “And judging by the response we’ve been getting the cheeky campaign is working its pants off!”
The launch campaign includes the Herald Sun and Daily Telegraph, bus backs in Melbourne and Sydney and EyeShop panels outside BigW stores in Melbourne, Sydney, Canberra and Brisbane.
10 Comments
If they don’t run an ad using the words “work bench” in reference to the bed these undies will attract countless bushpigs to, they’ve failed.
I’d wear them the outside
‘Wear them when you’re on the job.’
And so Australia slinks away to lick its advertising wounds.
Not sure you would want the word tradie showing?
Nice work.
Simple and strong.
Good art direction too.
Well done.
Really? You’re kidding, right?
I de-Klein to even lower myself to make a comment on this crap.
Come again?
This could definitely win awards. It’s awesome. Only thing is the photoshopped ad on the back of the bus is a little obvious.
Really fucking jealous. This is huge. Huge I said.
Dreadful briefs.