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