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.
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 Michelle
- Assistant Brand Manager: Chontelle Clark
- Creative Agency: The Monkeys
- CCO/Founder: Justin Drape
- Creative Director: Barbara Humphries
- Creative team: Renee Bryant and 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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Amazing amazing amazing! Finally an honest bra ad that doesn’t sexualise women. More like this please!
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Great ad and message but very inappropriate for children and viewing in general. Not happy and now my children think its ok to walk around pinching breasts or with no shirts on..really!!!!
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Your new ad for your berlei bras is extremely rude and needs to banned off the t.v. Your company has always been rude with your lingerie ads on tv. You showed your latest in prime time when children maybe watching a g rated show with their parents. Shame on you 4 this!! Remember our bras knickers stockings tights are private items us women wear we dont need it paraded on buses t.v trains etc. Our private gear is private not public. So berlei please wake up and smell the roses in the garden. Joanne.
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