Australia – Australian underwear brand Boody together with Clemenger BBDO has launched a new brand platform ‘The Official Underwear of the Entire Planet’. The campaign used a diverse cast of real people to reflect the real world we live in, encouraging everyone to get involved and to make a more sustainable choice when it comes to underwear.
The 30-second ad features world-renowned ethnologist Dr. Jane Goodall as brand spokesperson. The campaign is set in a rainforest to ambient music and narrated by Goodall, who ponders that while humans search for new worlds, there is ‘so much still to do on the one we leave behind’. Goodall’s voiceover continues to say that ‘it is a big job making our world a bigger place’, but getting started is as simple as ‘changing your underwear’. The narration continues as Goodall explains that making our earth a better place is a tremendous undertaking,’ but getting started is as simple as ‘changing your underwear.’
The voiceover is backed by eerie, misty shots of models wearing Boody underwear in a rainforest setting, and the video concludes with the new brand platform line and the Boody logo.
Darren Wright, executive creative director at Clemenger BBDO Sydney, said that the sustainability space is crowded, with many brands making claims about credentials and the positive impact they bring that are exaggerated to match consumer expectation.
“Working with Boody, a brand that truly makes undies that keep the whole planet feeling good was a privilege,” Wright said.
‘The Official Underwear of the Entire Planet’ positions Boody as the underwear brand not just for every person on Earth but for everything on Earth too. It reminds audiences that even seemingly small decisions (like the underwear you choose) can have a big impact on our planet.
Brent Kerby, CEO of Clemenger BBDO Sydney, shared, “We are proud of the work we’ve done with the Boody team. This platform not only gives Boody the high ground in the category today, but gives our team the scope to deliver standout creativity into the future.”
James Forbes, CEO at Jane Goodall Institute Australia (JGIA), commented, “Small actions can make a big difference. Bamboo is an amazing fibre, organically grown and while it has many benefits, it’s not just about the material in your underwear. It’s thinking about what other small steps you as an individual can make. JGIA is driving a suite of programs that enable the next generation of environmental leaders.”
The campaign was awarded to Clemenger BBDO Sydney after a competitive pitch last December 2021.
The campaign will roll out nationally via Broadcaster Video-On-Demand, OOH and content partnerships from Monday 9th May.
