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The Monkeys produces first work for Berlei, launching ‘Womankind’ bra

The Monkeys has created its first ad for Berlei, launching a new bra called ‘Womankind’ to help women “be kind” to their breasts.

The 45-second ad shows all the different ways in which women have “suppressed”, “bound”, “hidden”, “forced apart”, “prodded, poked, pressured, pushed, oppressed, restricted” and “exposed” their breasts.


Featuring videos of women trying to put on bras or show off their breasts, the ad concludes with “no more” as women take off a variety of bras and support to put on the new Berlei ‘Womankind’ bra.

No spoken words are used throughout the ad other than women saying ‘argh’ as they remove their bras.

Berlei appointed The Monkeys to its creative account in June.

The underwear brand also recently released an online content piece with Emotive, featuring pregnant Serena Williams.

Barbara Humphries, creative director at The Monkeys, said: “The Womankind campaign reveals all the frustrations women have endured over the years from bras. We wanted to tell this story with humour, empathy and bold honesty – three things the category has often been devoid of.”

Zoe Hayes, Berlei senior marketing manager, said: “We wanted to launch into our next 100 years with our kindest bra yet. Every component of this new bra franchise has been challenged to ensure it makes women feel great.

“The Monkeys have truly landed the importance of this new launch and what it means for women’s every day experiences. It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way.”

Credits:

  • Client: Berlei
  • Senior Marketing Manager: Zoe Hayes
  • Division Manager: Holli Borchak
  • Assistant Brand Manager: Chontelle Clark
  • Creative Agency: The Monkeys
  • CCO/Founder: Justin Drape
  • Creative Director: Barbara Humphries
  • Creative teamopywriter: Renee Bryant and
  • Art Director: Katyana O’Neill
  • Managing Director: Matt Michael
  • Group Content Director: Kelly Spence
  • Senior Content Manager: Lauren Shelley
  • Executive Planning Director: Fabio Buresti
  • Head of Planning: Michael Hogg
  • Planner: Charlotte Marshall
  • Head of Production: Thea Carone
  • Senior Broadcast Producer: Penny Brown
  • Print Producer: Sally Lankshear
  • Production Company: Revolver/ Will O’Rourke & Somesuch UK
  • Director: Kim Gehrig
  • Executive Producers – Michael Ritchie, Pip Smart & Seth Wilson
  • Producer: Anna Mannix & Jacob Swan-Hyam
  • DOP – Ari Wegner
  • Editor – Elise Butt, Trim London
  • Post Production – Fin Design & Effects
  • Colourist – Ben Eagleton
  • Music Supervision – Karl Richter, Level Two Music
  • Sound Design – Simon Kane, Song Zu
  • Sound House Producer – Katrina Aquilla
  • PR: The Mint Partners
  • Media: OMD
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