The Boys
Guys don’t care about their choice of underwear. We had to find a different way to get through to them. Something other than the usual product benefits of 100% cotton or a seamless stitch. We realized 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. From cold swims to bumpy bike rides to ill fitting undies, we were able to remind men that their boys go through a lot and deserve the very best undies.
The Boys take a hit.
The Boys go
for a swim.
The Boys go for a little bike ride.
The Boys dry off.
The Boys hit
the showers.
The Boys find themselves on
a 24m high digital billboard.
Dad Bods
We all know the sacrifices mothers make in having children. However, what is often not discussed is the toll childbirth takes on a father's body.
For no reason whatsoever men seem to suffer many of the same side effects that women do after having a child. It even has a name "the dad-bod". In a very light hearted and irreverent way Bonds created a campaign to shine a light on the plight of fathers so they are not forgotten in the lead up to their special day.
Crewnecks & Turtlenecks
It doesn’t matter if you have a crewneck or a turtleneck.
When it comes to mens undies, everyone deserves to be comfortable.
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