Boody says the best impression is no impression at all in new campaign via The Hallway
Bamboo underwear brand Boody and independent full-service advertising agency The Hallway have launched the debut creative campaign for Boody’s new brand platform, ‘Make Yourself Comfortable’.
The campaign, which rolls out across OOH, transit, social and display, is driven by the confronting revelation that women spend a cumulative 27 years of their lives enduring discomfort from underwear that digs and rubs, alongside bras that leave deep impressions in the skin. This reality is widely accepted despite 30% of women saying uncomfortable underwear impacts their mood.
Boody is challenging the status quo, inviting people to demand more from their underwear drawer, with the global B-Corp business putting their exponential growth down to the belief that the best impression your underwear can make, is no impression at all.
The provocative campaign, shot by Hannah Scott-Stevenson, features a diverse series of naked women displaying just the unmistakable marks left by uncomfortable underwear. Boody calls out to the 50% of women who take their bra off the moment they get home, extending an invitation to ‘make themselves comfortable’; boldly offering its organically grown bamboo fabrication as the solution to a problem experienced by women everywhere.
Says Ruth Haffenden, Boody’s Global Head of Brand and Marketing: “Whilst it may seem counterintuitive to highlight the discomfort so many women face each day, these uncomfortable truths required a bold statement to drive meaningful reappraisal of something we have learned to live with for decades, as ‘the best we’ll get’. Alongside our continued, passionate commitment to ethical and sustainable production, it really is time to demand more from your underwear drawer.”
Adds The Hallway Creative Director Jessica Thompson: “We applaud Ruth and her team at Boody for backing this campaign with so much passion and trust. We know we aren’t alone in our frustration with bras that pinch and knickers that irritate, leaving us branded with our discomfort at the end of the day. It’s been a great pleasure to collaborate with Boody on calling out this ubiquitous experience and presenting women with a very comfy answer.”
Client: Boody
Global Head of Brand and Marketing: Ruth Haffenden
Senior Brand and Marketing Manager: Stephanie Audino
Junior Brand and Marketing Manager: Holly Edwards
Social Media Manager: Juliet Wong
Creative consultant: Eric Franken
Graphic Designer: Lina Aloisio
Creative Agency: The Hallway
Media: SPEED
Production Company – Artboxblack
Producer – Jane Robinson
Photographer – Hannah Scott-Stevenson
Stylist – Sara Smith
Makeup artist – Kellie Stratton @ MAP
Hair stylist – Michele McQuillan @ MAP
SFX makeup – Mariel McClorey
Talent – Bruna Lapinskas @ Bella Models, Sacha De Vries, Yvonne Hong @ StoneStreet, Tanya Bunter @ People Agency
Casting director – Kate Austin
Post-production – Ring Studio
17 Comments
Finally a bra campaign that actually speaks to women. Thank you
Lovely. Well done all.
Love this, but hopefully punters are clever enough to disconnect the marks from Boody.
the ” ADIDAS BARE-BREASTED SPORTS BRA AD ‘ – Exactly the same!!!
Really nice work, well done to all involved.
Different look, feels fresh and speaks to consumer, like it!
Honest and beautifully executed. Nice!
Correct. tighten that line up. It’s too vague, especially if you don’t know what boody is.
It won’t get you to Cannes, but don’t take advice from an anonymous blog comment, you never know who’s behind them.
Really nicely crafted, beautiful photography. Nice work.
Simple, insightful great work
They ran out of pseudonym name ideas to use, had to double down on the one pun they unanimously liked.
Congrats to all involved – love this campaign.
Didn’t Boody do a creative pitch and award the business to Clems? A year later and they’re already at another shop???
Sorry. All I can see from this ad is that if I wear a Boody bra it is going to leave a mark.
So Boody is a skin cream for gloomy women to apply when they remove their bra to alleviate sore skin?
Oh. I saw the top one on a cross-track the other day and thought it was a skin-coloured, ultra-thin bra by Booty.
How can someone apply to become a model for this campaign? I received a request for this through model management however in order to submit an application, they want me to pay their website just for submitting an application. Whereas I thought agencies should get paid provided you land the gig rather than taking your money with no guarantee that you’re going to actually get the job and make any money yourself.
Is there anyway to be put in contact with someone directly? I’d love any kind of help or input on a better direction to take as an aspiring model.
I love the the statement that your brand is making and would love to join the movement that many women can understand and experience everyday of their lives.
Thank you for taking the time to read my post and feel free to reach out to my email address.
Stephanie.chapman04@gmail.com