Bonds ‘The Boys’ Appear On Live Weather Forecast Billboard

Bonds ‘The Boys’ Appear On Live Weather Forecast Billboard
SHARE
THIS



Clemenger BBDO Melbourne and oOh! media are launching a ballsy interactive billboard in Melbourne today, featuring ‘The Boys’ from Bonds’ hugely popular Mens Underwear campaign.

The full motion digital billboard at Melbourne’s iconic Bourke Street Mall features The Boys reacting to weather conditions via a live RSS feed.

When it’s cold, the boys shrink towards the top of the billboard and when the weather heats up they descend and hang freely. The Boys get swung about whenever the wind blows.

Clemenger BBDO Melbourne creative director Ant Phillips said, “There’s a lot your boys have to go through and that includes changing climates during the day. So we designed a billboard that not only displayed the weather, but also showed men how their ‘boys’ would be affected.”

oOh! media chief executive officer Brendon Cook said, “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. Through our ability to innovate and Clemenger BBDO’s excellent creative, the campaign will drive much greater consumer engagement than previously possible.”

The interactive billboard follows last week’s release of new TVC’s ‘Talcum Powder’, ‘Trim’ and ‘Cycle’. With more films to be released in the coming weeks, The Boys campaign continues to build on last years’ highly successful launch.

The online films got Australian men talking and importantly, thinking more about their choice of underwear. With limited media investment, The Boys racked up considerable earned-media attention and impressive view counts, as well as taking out a number of Campaign of the Year Awards.

 

Credits:
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

Please login with linkedin to comment

Latest News

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine