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.
-
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported. -
-
-
-
-
-
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD 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.