Clemenger’s Boys are braving the weather this week. The two talking testicles are out in the cold on a 7 storey high, full motion digital oOH! Media billboard in Melbourne’s Bourke Street Mall.

The Boys will react to weather conditions (naturally) via a live RSS feed. When it’s cold, they’ll shrink towards the top of the billboard and when the weather heats up they’ll descend and hang freely. They’ll also get swung about whenever the wind blows.

Clemenger BBDO Melbourne creative director, Ant Phillips, commented, “There’s a lot your boys have to go through and that includes changing climates during the day. So we designed a billboard that not only displayed the weather, but also showed men how their ‘boys’ would be affected.”

oOh! media chief executive officer, Brendon Cook, added, “While we pioneered a technology more than two years ago to serve up advertising based on average temperatures, this campaign takes it to a whole new level using live RSS feeds. Through our ability to innovate and Clemenger BBDO’s excellent creative, the campaign will drive much greater consumer engagement than previously possible.”

The interactive billboard follows last week’s release of three TVCs in The Boys campaign that launched online last year and, with limited media investment, racked up considerable earned-media attention and impressive view counts, as well as taking out a number of Campaign of the Year Awards.

Clemenger: The Boys are hanging out on TV this year

More films will be released in the coming weeks.

Credits:

Agency                                  Clemenger BBDO Melbourne

Ant Keogh                               Executive Creative Director

Ant Phillips                             Creative Director

Richard Williams                   Creative Director

Simon Lamplough                 Group Managing Director

Sharon Adams                        Operations Director

Karolina Bozajkovska            Senior Producer

Outdoor Media                  oOh!media

Production Company     Guilty Productions

Tony Rogers                            Director

Jason Byrne                            Producer

Marin Johnson                       DOP

Micheal J Luteman                Editor @ The Butchery

Photographer                          Chris Budgeon

Client                                      Pacific Brands Underwear Group

Emily Small                            Head of Marketing, Bonds

Mahli Pullen                           Senior Brand Manager, Bonds

Jessica Harvey                       Brand Manager, Bonds