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BONDS 'The Boys'

Award: Wood Pencil

Wood Pencil / Writing for Advertising / Writing for Film Advertising / 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.

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