Bonds out to boost 'Boob' confidence
Bonds is out to lift the spirits of Aussie women and give their ‘Boobs’ a comfortable lift too, with the Clemenger BBDO campaign based on the insight that only 10% of women love their boobs.
To support the bra range’s launch Bonds conducted a Boob-Esteem Study which found 18% of women like nothing about their breasts.
The role of Myf Warhurst, which Bonds has confirmed as the ‘Boobs’ ambassador, is to boost boob confidence.
The role has seen Warhurst hit the streets and ask women how they feel about their breasts with the results compiled into the video below.
Throughout October there will be Boob-Esteem booths set up in selected Myer and Big W stores in Melbourne and Sydney where women can be fitted for a Bonds bra in a “relaxed Bonds environment”.
Details surrounding the ‘Boobs’ campaign have slowly leaked since the teaser campaign launched on October 6, when all Bonds’ signage was changed to ‘Boobs’ and billboards appeared in capital cities.
This Sunday (October 13) the new bra range will be officially launched with more outdoor advertising. The above the line activity is supported by a PR campaign, experiential activity and a ‘Boobs’ microsite.
The link with the National Breast Cancer Foundation (NBCF) will see Bonds match the online donations raised for the NBCF dollar-for-dollar. Bonds will be fundraising for the NBCF in all stores and online and is working with the charity to raise the awareness of the importance of a healthy lifestyle and regular self-checks.
The Bonds and NBCF relationship dates back to 2007, when more than half-a-million dollars was raised through the sale of Pink Ribbon products.
While the NBCF has moved to distance itself from Bonds’ use of the word ‘Boobs’, the brand said it chose the label because its research showed 74% of women refer to their breasts as boobs.
The Boob-Esteem study surveyed more than 1,000 women between the ages of 18 and 54.
CREDITS: Client: Pacific Brands Underwear Group General Manager of Marketing: Tanya Deans Bonds Marketing Manager: Emily Small Bonds Brand Manager: Caroline Bourke Creative Agency: Clemenger BBDO Executive Creative Director: James McGrath Creative Directors: Jim Ingram and Ben Couzen Art Director: James Orr Copywriter: Elle Bullen Head of Print Production: Sharon Adams Client Services Director: Simon Lamplough Senior Account Director: Marnie McKenzie Senior Account Manager: Kelly McBride Account Executive: Alex Carroll Media Agency: MediaCom Group Director, Client Communications Planning: Wayne Philbert Manager, Client Communications Planning: John Bryant Manager, Implementation Planning and Investment: Josh Gottlieb Assistant, Implementation Planning and Investment: Tameika Evans PR and EXPERIENTIAL: Mango PR: Managing Director, Melbourne: Elly Hewitt Account Director: Rebecca Adams Senior Account Manager: Amanda Mathews Senior Account Executive: Emma Rowland Experiential Head of Experiential, Melbourne: Ben Barratt-Boyes Producer: Holly O’Connell Photographer Emily Abay
Please login with linkedin to comment
Latest News
An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You
Look, it's top tips to mastering hypothesis-based marketing that mercifully doesn't require revisiting Year 12 maths.
What’s That? New Cannes In Cairns Speaker Announcements? Oh Yes, There’s More!
Just when you thought we couldn’t throw any more exciting Cannes in Cairns news at you, here we are again! That’s right, we’re bringing the South of France to the North of Oz in our sure-to-be fantastic, utterly bombastic, three-day Adland supernova. Featuring some of the industry’s most interesting minds debating every topic your imagination […]
Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Print Readership Has Halved Since 2016
New data has revealed the number of people reading news in print has halved over the past five years. The University of Canberra released the latest Digital News Report: Australia this week, which suggests an overall loss of interest in news media amongst Australians. While the pandemic last year brought with it a resurgence in news […]
The Australian Olympic Committee Urges Aussies ‘To Have A Go’ Via M&C Saatchi
This ad urges us to get into the Olympic spirit sans lighting a large cauldron & throwing javelins at the neighbours.
Nazeem Hussain Mistaken For Waleed Aly In TV Listing Fail
A pall of racism has fallen over the TV listings guide. In even bigger shock, people still reading TV listings guide.
Coke’s Customisable Pride Bottle Won’t Let You Add The Word ‘Lesbian’, But Will Let You Put ‘C*ck S*ckers’
Always wanted to send your mum a bottle of Coke with the Pride flag & c@cksuker on the label? Light up mum's day here.
First Group Of Judges Revealed For B&T’s Best Of The Best Awards
With on-time entries to B&T’s inaugural Best of the Best awards closing THIS FRIDAY, we thought we’d start sharing which industry luminaries will be judging all the submissions. Presented by Finecast, Best of the Best will bring something unique to this year’s awards season. While most awards focus on the work of an agency or […]
Tuesday TV Wrap: Home And Away Tops Entertainment But Ninja Warriors Beats MasterChef And Big Brother
Much like alcohol and a daily dose of Metamucil, Home And Away is just the gift that keeps on giving, isn't it?
TV Reporter’s Vox Pop Ruined By Man Repeatedly Throwing Up
Emetophobia is a fear of vomit. So, if you're emetophobic you best avoid this. If not, you've learned a new word.
CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns
Study finds Aussies don't want small businesses closed during lockdowns. B&T concurs with pubs, TABs and kebab shops.
Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition
It's more Cannes gold for Australia! Yet, sadly there'll be no waking up naked & drunk on Plage de la Bocca this year.
Melinda Geertz Steps Down As Leo Burnett CEO, Emma Montgomery To Take Reins
Melinda Geertz has stepped down as Leo's CEO, with porcelain swan or Thermomix current favourites for leaving present.
Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
As a tip, a Cannes Bronze Lion can become far more prestigious with a can of gold-coloured spray paint from Bunnings.
Cresta’s Awards See Upturn As Ad Spend Starts To Return
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]
Ashley Madison Shifts From Shock To Female Empowerment
Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]
Facebook Announces Plans For World’s Largest Shoppable Social Media Platform
Gerry Harvey meanwhile has sworn to build his own social network in retaliation to Facebook stepping on his turf.
Clems Melbourne Snares Charlotte Stevens To Head Myer Business
Charlotte Stevens to head Clems' Myer account. Apparently that's a department store & not a chalice filled with poison.
Microsoft Reaches $US2 Trillion Value As Apple Eyes $US3 Trillion
Do you ever regret not studying computer science at uni? Probably not... but perhaps you should.
Facebook’s VR Ad Play Hits A Snag
VR still hasn't truly taken off yet and we blame that awful Ready Player One film.
Reports: Google Draws The Ire Of EU (Again)
B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.
PubMatic Secures Data Partnership With HYP Technology
Think of data partnership news as being similar to celebrity hook-ups, just without weird combined names like Bennifer.
Publishers Cash In On EOFY Sales
Where are these same sales when you have to buy gifts for loved ones during Xmas, we ask?
Flybuys & The Trade Desk Help Connect Online & Offline Sales With New Partnership
Connecting online and offline data can now be as easy as serving a Woolies roast chook for dinner with this new deal.
Household Targeting’s Role In The Cookieless Future
Are you braced for a cookieless future? Thankfully it doesn't require hoarding loo rolls or building a fallout shelter.
Cartelux Extends Agreement With MINI
This should come as good news for all 'Small Car Only' car spots in shopping centres.
“Bots Are Programmed To Sell, Not Care!” AI & Algorithms Roasted In Creepy Robot Ad For US Travel Brand
If The Terminator taught us anything, it's not to start a fight with the robots.
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
This investigation may seem hard-hitting, but just wait till we tell you what Bakers Delight does with its finger buns.
