Berlei has taken ownership of “being kind to your breasts”. That’s a hugely appealing positioning and it comes with a hugely appealing ad.
The Monkeys’ new campaign called Womankind is a lively, anything but serious montage of the horrible things that women inflict on their breasts – with Berlei offered as the antidote.
100 kudos points for the zappy, fun audio by Level Two Music and Song Zu. This had to be a feel good ad to work well. It is.
The Monkeys creative director, Barbara Humphries, commented, “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.”
Berlei senior marketing manager, Zoe Hayes, added, “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 ad supports the importance that Berlei places on always listening to and championing women – an assurance that the brand strengthened at the beginning of August with its historical content series, Supporting 100 Years of Women.
The ads were directed by Revolver’s Kim Gehrig, 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 continued, 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.”
Senior Marketing Manager: Zoe Hayes
Division Manager: Holli Borchak
Assistant Brand Manager: Chontelle Clark
Creative Agency: The Monkeys
Chief creative officer & founder: Justin Drape
Creative Director: Barbara Humphries
Creative team: Renee Bryant & 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