Pacific Brands has launched an experiential campaign to promote the ‘re-birth’ of its Y Front underwear range.

The campaign, created by Channel 5, will run throughout March and April and features big white ‘Y’ installations in shopping centres in Sydney and Melbourne.

The structures house interactive screens which will allow consumers to put themselves in a picture with a Jockey Y model. People can then share the photos online via social media.

Michael Cromer of Channel 5 said: “One of our main campaign objectives is to drive purchase consideration by guiding shoppers into their nearest department store.”

Although this is an underwear brand for men, Cromer said male and female content would be available on screen to ensure they caught shoppers as well as consumers.

“Shopper insights tell us that the main grocery buyer for this product is 60% female who is purchasing underwear for him,” said Cromer.

The execution will appear at Westfield Chadstone and Westfield Doncaster throughout March and Westfield Chatswood and Westfield Sydney in April.