Boobs become balls and get kicked, squashed, pounded and punched in a montage of slo-mo scenes that remind women they can Stop Your Boobs Playing Their Own Game with the correct Berlei sports bra. Your metaphorical journey into discomfort via The Monkeys and Berlei will make you go “ow”. And there’s a soundtrack intensifying that for you too.
It’s a very Monkeys (read, provocative) way to introduce Berlei’s Spring Summer ‘18 Sport collection. A collection that comes from real need. According to a Google survey of 500 women, 43% are unaware that not wearing a supportive sports bra while exercising can contribute to breast tissue damage that can cause breast sagging later in life.
The campaign helps Berlei, already known for its Australian Institute of Sport tested bounce control sports bras, to reaffirm its category leadership position and aims to assert Berlei as a brand with true authority on women’s breasts and how to support them while playing sport or doing exercise.
The campaign message is simple – good bra support is important irrespective of the activity. The delivery is compelling. You WILL feel it when those boob balls squish.
Berlei marketing manager, Andrea Michelle, noted, “From our extensive research and expertise, there was a simple truth that we knew better than anyone: not only do boobs move a lot during exercise, they also move differently in every different sport women play. Without the right bra women’s breasts are getting knocked around almost as much as the balls they’re playing with.”
The Monkeys creative director, Barbara Humphries, added, “When playing different sports, the right sports bra is as important to our comfort and performance as the shoes on our feet. A good bra does make a difference, and there’s none better than Berlei.”
The campaign is running on TV and in digital.
Credits:
Creative Agency: The Monkeys
Group Chief creative Officer & Co-founder: Justin Drape
Executive Creative Director: Justin Drape & Vince Lagana
Creative Director: Barbara Humphries
Senior Art Director: Chloe Banicevic
Senior Copywriter: Archie Murugaser
Group Chief Executive Officer & Co-founder: Mark Green
Managing Director: Matt Michael
Group Content Directors: Kelly Spence & Kezia Quinn
Content Director: Shannon Duhig
Content Executive: Greig Carlow
Executive Planning Director: Fabio Buresti
Head of Planning: Michael Hogg
Strategic Planner: Charlotte Marshall
Head of Production: Thea Carone
Senior Broadcast Producer: Kaija Wall
Senior Integrated Producer: Sonia Ebrington
Junior Producer: Cathryn Cooper
Production Company: Revolver/ Will O’Rourke
Director: Leilani Croucher
Producer: Alex Kember
Executive Producers: Pip Smart & Michael Ritchie
Edit House: The Glue Society
Editor: Scott Stirling
Casting Agency: Citizen Jane
Casting Director: Natalie Jane Harvie
Sound Studio: Song Zu
Producer: Meg Drummond
Engineer: Simon Kane
Music: Level Two
Music Director: Karl Ritcher
Post Production: Heckler
Online: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
VFX Producer: Amy Jarman
Colourist: Greg Constantaras
Media: OMD Melbourne
Public Relations; MINT
Client: Berlei
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Chontelle Clark