OPEN3 Open 3 Complete Book for OMA Website | Page 39

AUS
Bonds
The boys
PRODUCT
Clothing and Accessories
MEDIA
Billboard, Digital Billboard
AGENCY
One of the most awarded campaigns in Australia
in 2016, The boys used laconic Australian humour
to encourage Australian men to choose Bonds’
range of comfortable men’s underwear. A variety
of media, including digital and non-digital Out-
of-Home were used, the most innovative being a
24-metre-high digital billboard which streamed
a live weather feed to which ‘the boys’ responded,
as boys do – if it was cold the boys went up, if it
was warm they went down, and if it was windy
they swung from side to side.
Clemenger BBDO
Melbourne
COUNTRY
Australia
YEAR
2016
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