Campaign: The Boys

Client: Bonds / Pacific Brands Underwear Group

Agency: Clemenger BBDO Melbourne



Grand Prix Award
Branded Content
Most Courageous Client


Highly Commended: 
Broadcast: TV, Cinema, Radio
Digital & Social Advertising
Social Media Campaign


Judges' Comments

"Creative use of data with great execution."

"Execution of the concept in an original and entertaining way engaged the target market and resulted in great increase."


The campaign objectives for this first phase were tight and not linked to an immediate sales effect:

  • Get Australian males 18-39 thinking and talking with their mates about their (choice of) undies
  • Re-establish Bonds' credentials as the owner of 'comfy undies'.

Creative Solution

The key insight was: Guys might not care about their undies but they do care about their testicles. The thought of what your testicles endure in uncomfortable and poor-fitting undies would make men more open to messages.

The campaign featured two guys, dressed in lycra representing the ‘Boys’. They sat in hanging wicker chairs, one slightly lower than the other, talking with an off-screen ‘Brain’. They were portrayed encountering the usual traumatic situations that all men’s testicles encounter – going for a swim, suffering inside a cricket box and even meeting some other testicles in the shower.

The campaign used a mix of traditional and non-traditional media– including videos released on TV and social media as well as a 24-metre-high digital billboard. The billboard streamed a live RSS weather feed to which “The Boys responded to as 'boys' do: They went up if it was cold, down if it was warm and swung from side to side in the wind."


  • Men's Underwear sales grew by 161%
  • Web traffic to Men's Underwear page on had grown by 420%
  • Over 6 million video views
  • 22.8 million impressions across all touch-points
  • Awareness of 'The Boys' amongst the target is over 40%



Guilty Productions
Flagstaff Studios

Agency team

James McGrath
Ant Keogh
Anthony Philips
Richard Williams
Karolina Bozajkovska
Tony Rogers
Marin Johnson
Richard Hamer
Jason Byrne
Michael Derepas
Paul LeCouteur
Simon Lamplough
Kellie Lennon
Grant Oorloff
Emily Small

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