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Men don't think or care about their underwear. They'll happily endure ill-fitting, threadbare undies without giving them a second thought, making the men's underwear category notoriously difficult to engage with. Bonds aimed to break through this apathy to get men thinking, caring and talking about their undies.
We created a pair of talking testicles as brand ambassadors, using humorous personification to highlight everything men's "boys" endure on a daily basis. By shifting the focus from underwear (which men don't care about) to testicles (which they definitely do), we found a disruptive yet relatable way to connect sensitive anatomy comfort to underwear quality. This cheeky personification transformed a low-interest category into shareable content men actually wanted to engage with.
We developed a comprehensive campaign featuring a pair of men in flesh-coloured bodysuits sitting in egg chairs that perfectly resembled testicles. The campaign launched with 12 online films across Facebook and YouTube showing the various traumas "the boys" endure—from cold swims to bumpy bike rides. We extended this into the physical world with a 24-metre high digital billboard featuring a giant pair of testicles that reacted to real-time weather conditions: lowering when hot and rising when cold.
