Bonds reminds men how the weather can affect their ‘boys’ via Clemenger BBDO, Melbourne
Clemenger BBDO Melbourne and oOh! media are launching a ballsy interactive billboard in Melbourne today, featuring ‘The Boys’ from Bonds’ hugely popular mens underwear campaign.
The full motion digital billboard at Melbourne’s iconic Bourke Street Mall features ‘The Boys’ reacting to weather conditions via a live RSS feed. When it’s cold, the boys shrink towards the top of the billboard and when the weather heats up they descend and hang freely. ‘The Boys’ get swung about whenever the wind blows too.
Says Ant Phillips, creative director, Clemenger BBDO Melbourne: “There’s a lot your boys have to go through and that includes changing climates during the day. So we designed a billboard that not only displayed the weather, but also showed men how their “boys” would be affected.”
Says Brendon Cook, chief executive officer, oOh! media: “While we pioneered a technology more than two years ago, to serve up advertising based on average temperatures, this campaign takes it to a whole new level using live RSS feeds. Through our ability to innovate and Clemenger BBDO’s excellent creative, the campaign will drive much greater consumer engagement than previously possible.”
The interactive billboard follows last week’s release of new TVC’s (‘Talcum Powder’, ‘Trim’ and ‘Cycle’). With more films to be released in the coming weeks, ‘The Boys’ campaign continues to build on last years’ highly successful launch. Last year’s online films got Australian men talking and importantly, thinking more about their choice of underwear. With limited media investment ‘The Boys’ racked up considerable earned-media attention and impressive view counts, as well as taking out a number of Campaign of the Year Awards.
Client: Pacific Brands Underwear Group
Emily Small: Head of Marketing, Bonds
Mahli Pullen: Senior Brand Manager, Bonds
Jessica Harvey: Brand Manager, Bonds
Agency: Clemenger BBDO Melbourne
Ant Keogh: Executive Creative Director
Ant Phillips: Creative Director
Richard Williams: Creative Director
Simon Lamplough: Group Managing Director
Sharon Adams: Operations Director
Karolina Bozajkovska: Senior Producer
Outdoor Media: oOh!media
Production Company: Guilty Productions
Tony Rogers: Director
Jason Byrne: Producer
Marin Johnson: DOP
Micheal J Luteman: Editor, The Butchery
Photographer: Chris Budgeon
13 Comments
Inspired work.
Made me giggle – love it.
Well done to Bonds for having the balls to run with the idea.
Inspired thinking.
…….and guys please note the marketing team are all females. Good to see they have courage. ( OK, I was going to say balls but then I thought this took more than mere testicles)
It’s not just about courage, Groucho me old mate. It’s 2016, so I would hope that we’re over the sort of prudishness that might have instantly killed this idea previously. What’s good is the clear execution of a brief of comfortable undies demonstrating clear insight and delivering a consumer benefit. It’s good old-fashioned advertising delivered with élan using technology in a public space.
Banging. Love it.
So nice to see technology integrated in a seamless but creative way. You almost don’t notice it but without the tech the idea would be nothing.
Fantastic idea. Faultless.
I like it. Great for Melbourne too (the weather capital of australia).
Ever so slightly reliant on seeing the TV. But that’s nitpicking.
Swing loooooowwww…..
Awesome.
Effortless gold.
That’s the bollocks. Great stuff.