Jane Goodall the face of latest Boody campaign via Clemenger BBDO Sydney

B-Corp certified Australian underwear brand Boody has launched a new brand platform in its first campaign from Clemenger BBDO Sydney, following the agency’s appointment to Boody’s creative account in December 2021.

The new platform, ‘The Official Underwear of the Entire Planet’, positions Boody as the underwear brand not just for every person on Earth, but for everyone on Earth as well, reminding audiences that even small decision, like underwear brand, can have an impact on the planet.


The campaign features world-renowned ethnologist Dr Jane Goodall as brand spokesperson, alongside a diverse cast of models wearing Boody’s underwear range.

The hero 30-second spot, set in a rainforest to ambient music, is 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 voiceover is accompanied by eerie, mist-filled shots of models wearing Boody underwear in the rainforest setting, and finishes with the new brand platform line and Boody logo.

The spot will roll out nationally on BVOD, and will be supported by executions in OOH as well as content partnerships from Monday 9 May.

“Currently, comfort in the underwear category is entirely functional; but we think it should be more than that,” said Nadia Lotter, head of product, marketing and digital at Boody. “This campaign redefines what comfortable underwear is, highlighting the emotional comfort in knowing you’re buying from a sustainable and ethical brand. That’s comfort worth switching underwear for.”

Boody and Clemenger BBDO worked with the Jane Goodall Institute Australia to appoint Goodall as the face of the campaign, leveraging her sustainability credentials and highlighting that Boody is functionally comfortable for all bodies. The use of a diverse cast was also deliberate, to encourage all people to get involved and choose more sustainable underwear.

“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,” said Darren Wright, executive creative director at Clemenger BBDO Sydney. “Working with Boody, a brand that truly makes undies that keep the whole planet feeling good was a privilege.”

Brent Kerby, Clemenger BBDO Sydney CEO added: “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) said: “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.”


Client: Boody
Managing Director: Elliot Midalia
Head Of Product, Marketing and Digital: Nadia Lotter Content, Social and Branding: Stephanie Audino Design Coordinator:Jade Zulian

Creative: Clemenger BBDO Sydney
Executive Creative Director: Darren Wright, Brendan Willenberg Creative Director: Christopher Wilson, Roy Leibowitz
Senior Graphic Designer: María Fernanda Ancines Salgado Client Services Director: Jade Clark
Senior Business Director: Gracie Smith
Business Manager: Athina Bambaliaros
Planning Director: Phil Pickering
Executive Producer: Jo Howlett

Production company: Good Oil
Director: Tom Campbell
Executive Producer: Sam Long
Producer: Tracey-Lee Permall
Editor – Phoebe Taylor, Arc
Post production – Blockhead
Music & Sound Design: Rumble
Composer: Adam Moses
Stills production: Photoplay
Photographers: Jouk Oosterhof & Nick Bowers Producers: Alison Lydiard & Ross Colebatch Media: Speed

Partner: Jane Goodall Institute Australia
CEO: James Forbes
Comms and Marketing Manager: Gemma Freeman


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