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