Australian underwear brand Knobby launches new campaign ‘Good Underneaths’ via GROUND

Australian underwear brand Knobby has launched ‘Good Underneaths’ – a new brand platform and integrated campaign created by GROUND.

 

Long known for its cheeky larrikin persona, Knobby sought to find a new positioning in the market that reflects its evolving product range and changing audience demographic.

Says Rob Rand, CEO and founder of Knobby: “We needed to grow up and share the reality of our story. ‘Good Underneaths’ speaks not just to the internal values of the company and the quality of the product, but also reflects our community who are not only there for the good times, they offer genuine support to each other when things get tough.”

Says Colin Fairley, managing partner and founder at GROUND: “The campaign was built upon deep cultural insights and audience research that uncovered when our audience were faced with modern life, Knobby had a role to play as a supportive mate. We’ve been on the journey with Knobby since the start and are proud to bring to life this new positioning that shows just how much the brand has evolved.”

‘Good Underneaths’ comes to life with the brand’s first ever TVC that dramatises Knobby’s role as that supportive mate – offering you a friendly piece of age-old advice to help with any of the little moments of modern life that can make you feel a little bit overwhelmed. Just imagine the world in their Knobby underwear.

The TVC was produced in partnership with production company Entropico and directed by Aislinn Lowe.

Says Lowe: “I loved the opportunity to help take Knobby on its first steps into an exciting new space. Knobby underwear is playful and supportive, and that’s the mood I wanted to hit with this spot, balancing fashion and humour to bring characters to life in relatable scenes and situations.”

With the new positioning underpinning all brand activity into the future, the integrated ‘Good Underneaths’ campaign went live on 19th October and is supported by a new website launch and a multi channel social program encouraging the Knobby community to sport their undies to feel ‘good underneaths’, whoever they are, whatever they’re doing.

The campaign launches in line with the release of the Knobby’s new Bamboo Staples Collection: a range of men’s and women’s underwear and bralettes in super soft and sustainably sourced bamboo. The range is available online now (www.knobby.com.au).

Brand: Knobby
Rob Rand – CEO and Founder
Lisa Hili – Marketing Manager
Jy Morgan – Digital Marketing Manager
Nadia Cuff – Head of Product

Creative Agency: GROUND
Lawrence Parmenter – Creative Director
Julia Spencer – Copywriter
Patrick Timms – Copywriter
Thuy Danh – Art Director
Colin Fairley – Managing Partner and Founder
Raje Hiranand – General Manager
Caitlin Todd – Senior Account Manager

Production Company: Entropico
Director – Aislinn Lowe
EP – Tim Burnett
Producer – Gus Kennelly
DOP – Tyson Perkins
1AD – Annabel Mills
Editor – Jodie Williams
VFX – Oscar Brookes-Luscombe
Music Composition – Jacob Turier & Rowan Dix
SFX and Sound Mix – Rowan Dix
Colourist – Matt Fezz
Media Agency: Media Merchants