Bonds: The Boys

Credits & Description:

Agency: Clemenger Bbdo Melbourne
Brand: Pacific Brands Underwear Group Australia
Country: Australia
Advertising Agency: Clemenger Bbdo Melbourne
Entrant Company: Clemenger Bbdo Melbourne
Media Agency: Clemenger Bbdo Melbourne
Pr Agency: Clemenger Bbdo Melbourne
Production Company: Guilty Content, Melbourne
Additional Company: Finish Productions, Melbourne
Editor: Andrew Packer (Clemenger Bbdo)
Head Of Marketing: Emily Small (Pacific Brands Underwear Group)
Creative Chairman: James Mcgrath (Clemenger Bbdo Melbourne)
Creative Director: Richard Williams (Clemenger Bbdo Melbourne)
Director: Tony Rogers (Guilty Productions)
Cinematographer: Marin Johnson (Guilty Productions)
Executive Creative Director: Ant Keogh (Clemenger Bbdo Melbourne)
Producer: Jason Byrne (Guilty Productions)
Group Managing Director: Simon Lamplough (Clemenger Bbdo Melbourne)
Senior Agency Producer: Karolina Bozajkovska (Clemenger Bbdo Melbourne)
Planning Director: Michael Derepas (Clemenger Bbdo Melbourne)
Sound Designer / Engineer: Paul Le Couteur (Flagstaff Studios)
Creative Director: Anthony Phillips (Clemenger Bbdo Melbourne)
Business Director: Kellie Lennon (Clemenger Bbdo Melbourne)
Brief Explanation
We created an execution to run on a digital billboard that hung in the middle of the Melbourne CBD. The giant billboard measured 24 metres in height. The execution featured a pair of giant testicles, from Bonds’ much loved “The Boys” campaign. The digital billboard received a live RSS feed of the weather and displayed the current temperature at the site. The pair of testicles then reacted based on the weather. If it was hot they descended to the bottom of the billboard and fanned each other and wiped their brow, if it was cold they shrunk up to the top of the billboard shivering. We even allowed for them to blow from side to side if it was windy.