The story behind the campaign
Challenge
The brief from Bonds, Australia’s leading underwear brand, was simple, get men talking about their undies. It turns out that men don’t really think much about their undies and because of this they never really buy any new ones happily wearing undies that are old, ill-fitting or riddled with holes. Bonds wanted to put undies on men’s radars but knew historically talking to them about the product benefits of their smalls doesn’t really work. Elasticated waistbands, seamless trunks or dry-wicking properties weren’t that interesting. So, for this campaign we thought we would talk about...