The Boys 'impact'
|Industry:||Apparel, Clothing & Footwear|
|Media:||TV & Cinema|
|Executive Creative Director:|
|Other credit:||Business Director: Kellie Lennon|
Head of Marketing: Emily Small
Creative Chairman: James McGrath
Planning Director: Michael Derepas
Group Managing Director: Simon Lamplough
Senior Agency Producer: Karolina Bozajkovska
Sound Designer: Paul Le Couteur
Cinematographer: Marin Johnson
The brief from Bonds was simple, get men talking about their undies again. It turns out that men don’t really think much about their undies and because of this they never really buy new jocks until things have got a little out of control. Bonds wanted to put undies on men’s radars again but knew historically talking to them about the product benefits of their smalls doesn’t really work. So for this campaign we thought we would talk about something that they’re a little more attached to: Their Balls. We created three spots that ran online that featured two testicles talking to each other about the problems they encounter downstairs on a daily basis. Each video resolved with “The Boys” living the dream in a pair of Bond’s famous comfy undies.
|Cannes Lions International Festival of Creativity 2016|
Durable Consumer Goods