It’s time to be kind, is the statement Berlei makes in its latest campaign to introduce its new bra range, WOMANKIND, and campaign by The Monkeys.

Berlei is a brand that prides itself on always listening to and championing women. They have done so for over a century, having designed Australia’s first maternity bra, a world leading sports bra and donating post–surgery bras to women who have undergone breast cancer surgery.

Berlei senior marketing manager, Zoe Hayes, said: “We wanted to launch into our next 100 years with our kindest bra yet. Every component of this new bra franchise has been challenged to ensure it makes women feel great.” 

The integrated campaign – including the naming of the bra, was created by The Monkeys and highlights how women often have to accept that bras are either uncomfortable, unsupportive or something they must conform to.

The Monkeys creative director Barbara Humphries says: “The WOMANKIND campaign reveals all the frustrations women have endured over the years from bras. We wanted to tell this story with humour, empathy and bold honesty – three things the category has often been devoid of.” 

The ads were directed by Kim Gehrig from Revolver, who aimed to be as real and authentic as possible about what boobs, and women, put up with. There is also social #boobtruth content that highlights the truth about wearing certain bras –  that they are often painful, awkward, uncomfortable and sometimes, just downright funny.

Hayes added: “The Monkeys have truly landed the importance of this new launch and what it means for women’s every day experiences. It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way.”

Creative Credits:

Client: Berlei

Senior Marketing Manager: Zoe Hayes

Division Manager: Holli Borchak

Assistant Brand Manager: Chontelle Clark 

Creative Agency: The Monkeys

CCO/Founder: Justin Drape

Creative Director: Barbara Humphries

Creative team: Renee Bryant and Katyana O’Neill

Managing Director: Matt Michael

Group Content Director: Kelly Spence

Senior Content Manager: Lauren Shelley

Executive Planning Director: Fabio Buresti

Head of Planning: Michael Hogg
Planner: Charlotte Marshall

Head of Production: Thea Carone

Senior Broadcast Producer: Penny Brown

Print Producer: Sally Lankshear

Production Company: Revolver/ Will O’Rourke & Somesuch UK

Director: Kim Gehrig

Executive Producers – Michael Ritchie, Pip Smart & Seth Wilson

Producer: Anna Mannix & Jacob Swan-Hyam

DOP – Ari Wegner

Editor – Elise Butt, Trim London

Post Production – Fin Design & Effects 

Colourist – Ben Eagleton

Music Supervision – Karl Richter, Level Two Music

Sound Design – Simon Kane, Song Zu

Sound House Producer – Katrina Aquilla

PR: The Mint Partners

Media: OMD