‘Boys’ rise and fall with the weather in Bonds’ major outdoor installation in Melbourne

Bonds BoysBond’s underwear champions ‘The Boys’ have found a new lease on life rising and falling with the temperature on the side of a massive digital billboard in Melbourne.

The cheeky pair also offer educational information on men’s health messages, but are currently decorating the seven-storey Ooh Media site in Bourke Street Mall, and ‘reacting’ to the environment.

The weather-sensitive billboard sees the pair lower on warm days and rise on cooler ones, while they appear to be blown about when the wind is high.

The reinterpretation of last year’s campaign was created by Clemenger BBDO and supports three new ads released last week.

Clemenger creative director Ant Phillips said the work delivers an important message.

“There’s a lot your boys have to go through, and that includes changing climates during the day. So we designed a billboard that not only displayed the weather but also showed men how their ‘boys’ would be affected,” Phillips said.


Client Pacific Brands Underwear Group
Emily Small Head of Marketing, Bonds
Mahli Pullen Senior Brand Manager, Bonds
Jessica Harvey Brand Manager, Bonds
Agency Clemenger BBDO Melbourne
Ant Keogh Executive Creative Director
Ant Phillips Creative Director
Richard Williams Creative Director
Simon Lamplough Group Managing Director
Sharon Adams Operations Director
Karolina Bozajkovska Senior Producer
Outdoor Media oOh!media
Production Company Guilty Productions
Tony Rogers Director
Jason Byrne Producer
Marin Johnson DOP
Micheal J Luteman Editor, The Butchery
Photographer Chris Budgeon

Simon Canning


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