• D&AD Festival
    24-26 April, London
  • 24-26 April, London
Get Your Pass
  • Loading…

The Boys

Award: Yellow Pencil

Yellow Pencil / Integrated & Collaborative / Integrated/Large Business (over 500 employees) / 2017

Bonds, the biggest underwear brand in Australia, wanted men to start talking and thinking about their undies.
We knew guys don’t care about their underwear, so we had to find a different way to get through to them. Something other than the usual list of product benefits.
We realised that what guys do care about is the comfort of their balls. If we could get guys thinking about the impact a poorly fitting pair of undies has on their crown jewels they’d be more open to our messages.
So we created a pair of talking testicles to highlight everything that our “boys” go through on a daily basis.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again