Bonds reminds men how the weather can affect their ‘boys’ via Clemenger BBDO, Melbourne

Clemenger BBDO Melbourne and oOh! media are launching a ballsy interactive billboard in Melbourne today, featuring ‘The Boys’ from Bonds’ hugely popular mens underwear campaign.

The full motion digital billboard at Melbourne’s iconic Bourke Street Mall features ‘The Boys’ reacting to weather conditions via a live RSS feed. When it’s cold, the boys shrink towards the top of the billboard and when the weather heats up they descend and hang freely. ‘The Boys’ get swung about whenever the wind blows too.

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Says Ant Phillips, creative director, Clemenger BBDO Melbourne: “There’s a lot your boys have to go through and that includes changing climates during the day. So we designed a billboard that not only displayed the weather, but also showed men how their “boys” would be affected.”

Says Brendon Cook, chief executive officer, oOh! media: “While we pioneered a technology more than two years ago, to serve up advertising based on average temperatures, this campaign takes it to a whole new level using live RSS feeds. Through our ability to innovate and Clemenger BBDO’s excellent creative, the campaign will drive much greater consumer engagement than previously possible.”

The interactive billboard follows last week’s release of new TVC’s (‘Talcum Powder’, ‘Trim’ and ‘Cycle’). With more films to be released in the coming weeks, ‘The Boys’ campaign continues to build on last years’ highly successful launch. Last year’s online films got Australian men talking and importantly, thinking more about their choice of underwear. With limited media investment ‘The Boys’ racked up considerable earned-media attention and impressive view counts, as well as taking out a number of Campaign of the Year Awards.

Client: Pacific Brands Underwear Group

Photographer: Chris Budgeon