M.J. Bale grazes on risqué in new campaign

M.J. Bale grazes on risqué in new campaign

EXCLUSIVE: Australian menswear brand M.J. Bale bowled the international advertising community over last year when it launched its much revered ‘Grazed on Greatness’ campaign, and now it’s set to turn heads again.

B&T today can reveal an exclusive preview of the upcoming campaign, again conceived of by creative agency Whybins Sydney. It  will hit billboards in the next few weeks.

It is not a follow-on from the 'Grazed on Greatness' brand campaign, which picked up two B&T Awards last year, but a seasonal campaign designed for a series of promotional catalogue and window executions, with imagery yet to be finalised.

New executions feature images of a well dressed gentleman flanked by two models in a luxurious hotel suite.

The sophisticated threesome is portrayed in number of different situations, including a seductive game of cards and a playful bed-side petting session.  

The male protagonist sports a bevy of elegant suits while the women don black, lace-up corsets and knee-high sheer leggings.

The campaign tagline? “A well dressed gentleman can get away with anything”.

The brand’s  ‘Grazed on greatness’ campaign was decorated both nationally and internationally last year, winning  five awards at the 59th Cannes Lions.

The new campaign was created by Whybins but executed in house at M.J. Bale. 

Below: The 'Grazed on greatness' spot launched last year


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