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Bonds takes on a unique climate emergency in Glo-ball Warming campaign

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Bonds is tackling the global rise in temperatures and its impact on men’s underwear, specifically their balls, in a humorous new campaign.  

The “Glo-ball Warming” campaign is encouraging Australian blokes to consider the health and comfort of their balls in the face of the “mandemic”.

The campaign is promoting the brand’s Bonds X-Temp products, which feature “the latest in undie innovation with built-in technology to trigger cooling when your body temperature rises”.

Michelle Taylor, marketing manager, Bonds, said: “We know that many men are suffering in silence with sweaty balls, so we set out to prove that there really is a better way with Bonds X-Temp. The campaign is a humorous way to get them to stop and think about their current underwear and highlight the tech behind our most innovative undie yet.”

The campaign is based on legitimate research that suggests men should keep their balls cool and comfy in order to promote optimum testicular health.

The national campaign, which was created by Leo Burnett, features TV, OOH, radio, POS, digital and social media activity.

Michelle Walsh, creative director, Leo Burnett said, “Every bloke gets hot, sweaty balls (so I’m told) but they’ll rarely talk about it, let alone do something about it. So, this was a fun, playful way of getting them to consider how they treat their precious cargo and prove to them that the right jocks can make all the difference.”    

: 'GloBALL WARMING'

Agency:
Client:
Date: August 2019
Bonds is tackling the global rise in temperatures and its impact on men’s underwear, specifically their balls, in a humorous new campaign.  
The “Glo-ball Warming” campaign is encouraging Australian blokes to consider the health and comfort of their balls in the face of the “mandemic”.
The campaign is promoting the brand’s Bonds X-Temp products, which feature “the latest in undie innovation with built in technology to trigger cooling when your body temperature rises”.
Credits:
 
 
Client: Hanes Australasia | Bonds
GM Brands: Emily Small
Head of Marketing: Kelly McBride
Marketing Manager: Michelle Taylor
Senior Brand Manager: Kedda Ghazarian
 
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Creative Directors: Daniel Pizzato & Michelle Walsh
Creative: Jim Walsh
Senior Integrated Strategist: Tallon Mason-Kaine
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Agency Producers: Eliza Malone & Kaelene Morton
 
Film Production: Guilty Content
Director: Tony Rogers
DOP: Aaron Farrugia
Executive Producer: Rohan Timlock
Producer: Karen Sproul
Offline editor: Tim Parrington – The Editors
Colourist: CJ Dobson – The Editors
Online Artist: Jamie Scott – The Editors
Post Producer: Charlotte Griffiths and Claire Perry
Sound: Sam Hopgood – Bang Bang Studios
Music: Nylon Studios 
Photography Production: Photoplay Photography
Photographer: Chris Budgeon
Photographer’s Producers: Alison Lydiard and Penny O’Brien
Media Agency: OMD Melbourne
Tags: Australia
 
 
 
 
 
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