Last October, Melbourne-based Clemenger BBDO launched an online campaign for Bonds underwear featuring a pair of anthropomorphized testicles with the launch spot “Impact.”
Those balls proved popular.
Two sequels, “Swim” and “Cycle,” continued the adventures of “The Boys” in the ensuing weeks as the campaign succeeded in garnering a fair amount of attention for the brand. Now, some five months or so after “Cycle” Clemenger BBDO unsurprisingly has released a follow-up campaign.
This time around, the agency took the boys outdoors on a 7-story digital billboard in Melbourne’s Bourke Street Mall that reacts to ambient weather conditions (via a live RSS feed). When temperatures are low, the boys will shrink up towards the top of the screen, hanging freely during warmer weather. The characters also react to wind conditions, swinging freely during strong winds.
The OOH effort follows a pair of 30-second broadcast spots released earlier this month (featured below), examining The Boys’ relationship with an electric razor and talcum powder. As with the billboard, they feature the tagline “Your boys go through a lot, they deserve very comfy undies.” While it fails to reach the heights of the initial campaign, the new effort will undoubtedly continue to attract attention for the brand and the reactive elements of the billboard are a fun touch.
“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,” oOh! media CEO Brendon Cook said, in a statement. “Through our ability to innovate and Clemenger BBDO’s excellent creative, the campaign will drive much greater consumer engagement than previously possible.”
“There’s a lot your boys have to go through and that includes changing climates during the day, added Clemenger BBDO creative director Ant Phillips. “So we designed a billboard that not only displayed the weather, but also showed men how their ‘boys’ would be affected.”
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