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2017 One Show - Cross-Platform

The Boys

Agency Clemenger BBDO / Melbourne

Client Pacific Brands Underwear Group (Australia)
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Annual ID

OS_CP17013S

About the Work

Bonds, Australia’s leading underwear brand, had a problem. Their demographic, men 18-35, don’t think or even care about their undies. In fact they happily put up with ill fitting and threadbare smalls. Bonds’ brief was simple; they wanted to get men thinking and more importantly talking about their undies. To do this we spoke to men about something they do care about, their boys. We created three online videos to remind men that their “boys” deserved a good home. The media budget was tiny for this campaign, so we relied heavily on our videos being shared. We launched the campaign on Facebook and YouTube and to date, the videos have been viewed in excess of 3.5million times and more importantly we were able to get men talking about undies.