Berlei urges women to stop their boobs playing their own game in new spot via The Monkeys


g4WtLdPA.jpgBerlei has launched its Spring Summer 18′ Sport collection with a provocative campaign via The Monkeys, demonstrating the impact different sports have on women’s breasts when they are not wearing a supportive sports bra.

It’s been reported that an astounding 43% of women are unaware that not wearing a supportive sports bra while exercising can contribute to breast tissue damage that can cause breast sagging later in life.


The campaign, ‘Stop Your Boobs Playing Their Own Game’, speaks to women of all ages, with a range of different breast sizes who play all kinds of sport. It aims to empower women to care for and invest in themselves by choosing the right sports bra for their chosen sport or favourite type of exercise.

QPDU0DRR.jpgThe campaign helps Berlei – celebrated for its Australian Institute of Sport tested bounce control sports bras – to reaffirm its category leadership position and aims to assert Berlei as a brand with true authority on women’s breasts and how to8Phi0RKA.jpg support them while playing sport or doing exercise.


The campaign shares a simple but effective message aimed at educating women on the importance of good bra support irrespective of if they are walking, doing yoga, participating in cross fit or completing a marathon, with the tagline, Berlei The Best Support For Sport.


Says Andrea Michelle, marketing manager, Berlei: “From our extensive research and expertise, there was a simple truth that we knew better than anyone: not only do boobs move a lot during exercise, they also move differently in every different sport women play. Without the right bra women’s breasts are getting knocked around almost as much as the balls they’re playing with.”


Created by The Monkeys, part of Accenture Interactive, the campaign launches this week on broadcast and digital platforms.


Says Barbara Humphries, creative director, The Monkeys: “When playing different sports, the right sports bra is as important to our comfort and performance as the shoes on our feet. A good bra does make a difference, and there’s none better than Berlei.”


Client: Berlei

Division Manager: Holli Michelle

Marketing Manager: Andrea Michelle

Brand Manager: Chontelle Clark


Creative Agency: The Monkeys

Group CCO & Cofounder: Justin Drape

Executive Creative Director: Justin Drape & Vince Lagana

Creative Director: Barbara Humphries

Senior Art Director: Chloe Banicevic

Senior Copywriter: Archie Murugaser

Group CEO & Cofounder: Mark Green

Managing Director: Matt Michael

Group Content Director: Kelly Spence & Kezia Quinn

Content Director: Shannon Duhig

Content Executive: Greig Carlow

Executive Planning Director: Fabio Buresti

Head of Planning: Michael Hogg

Strategic Planner: Charlotte Marshall

Head of Production: Thea Carone

Senior Broadcast Producer: Kaija Wall

Senior Integrated Producer: Sonia Ebrington

Junior Producer: Cathryn Cooper


Production Company: Revolver/ Will O’Rourke

Director: Leilani Croucher

Producer: Alex Kember

Executive Producer: Pip Smart & Michael Ritchie

Boob Ball Models – Odd Studio


Edit House: The Glue Society

Editor: Scott Stirling


Casting House: Citizen Jane

Casting Director: Natalie Jane Harvie


Sound Studio: Song Zu

Producer: Meg Drummond

Engineer: Simon Kane


Music: Level Two

Muisc Director: Karl Ritcher


Post Production: Heckler

Online: Heckler

VFX Supervisor: Jamie Watson

Executive Producer: Bonnie Law

VFX Producer: Amy Jarman

Colourist: Greg Constantaras


Media: OMD Melbourne

Business Director:  Kylie Pascoe

Account Director: Camilla Wallace

Account Manager: Jasmine Poole


Public Relations – MINT

Client Services Director: Miranda Bryce

Account Director: Ambre Harfod Birkett

Rochelle Wilkinson: Senior Account Executive