M.J. Bale takes weatherman to hottest places on Earth promoting its ‘coolest suit on the planet’

Suit company M.J. Bale has promoted its cool wool summer suit range by following UK weatherman Alex Beresford to the hottest places on Earth.

Beresford read the weather in a M.J. Bale suit via Facebook Live for 11 days in 42 degree heat in Dubai, 39 degree heat in Rajasthan and 44 degree heat in the Sahara Desert.

The campaign, created by TBWA and Eleven, saw selected M.J. Bale stores install a change room which allowed the public to experience the same extreme heats as Beresford while wearing a summer wool suit.

The aim of the experiment was to change people’s perception of wool being a winter fabric, and show Australians they can keep cool in M.J. Bale’s new suit.

Craig Brooks, deputy executive creative director at TBWA Sydney, said in a statement: “When we were coming up with the idea I assumed that I wouldn’t actually be heading out on the shoot, so we really pushed the torture elements to the limit. Big mistake, because I then had to experience it all for myself.”

Andy DiLallo, chief creative officer at TBWA, said: “It’s not often you get the opportunity to make a great campaign that tortures an Englishman and your Deputy ECD at the same time, so for me it was a no-brainer.”


  • Chief Creative Officer – Andy DiLallo
  • Deputy Executive Creative Director – Craig Brooks
  • Creative Director – Ian Williamson
  • Senior Art Director – Mark Tallis
  • Senior Writer – Cameron Dowsett
  • Producer – Annabel Jewers
  • Junior Producer – Savannah Anseline
  • Senior Account Director – Laura Morano
  • Account Director – Dave Matthews
  • Planning Director – Joel Pearson
  • Design Director – Chris Mawson
  • Design & Animation – Razif Djamaluddin
  • Design & Animation – Thanh Lu
  • Animation – Brent Loy
  • Sound Designer – Beau Silvester
  • Director & Photographer – Patrick Fileti
  • Music – Song Zu
  • Composer – Ben Lam (Songzu)
  • Sound Producer – Jessica Bonney (Songzu)
  • Activation Director – Richard Bernardo (Avant Garde Events)
  • Production Fixer Dubai – Abdel Salam
  • Production Fixer India – Daulat Singh Ranawat
  • Production Fixer Morocco – Reda Fakhar
  • General Manager – Fi Milliken
  • Account Manager – Jade Barringer
  • Account Executive – Caitlin Jokovic
  • M.J. BALE
  • Founder & CEO – Matt Jensen
  • General Manager – Shannon Luxford
  • Marketing & PR Coordinator – Nick Sanders
  • Head of Visual Communication – Cassandra Thomas
  • Brand Editor-In-Chief – Jonathan Lobban
  • Brand Experience Manager – Jaime Fernandes

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