Berlei has launched its ‘Stop Your Boobs Playing Their Own Game’ campaign which aims to show the effect different sports have on women’s breasts.
The campaign is based on a study which shows 43% of women aren’t aware that if they don’t wear a supportive bra while exercising it can contribute to breast tissue damage which can eventually cause breast sagging.
Created by The Monkeys, the ad aims to empower women of all sizes and ages to take care of their breasts and invest in a sports bra which is right for their chosen sport or method of physical activity.
The one minute television ad shows small stress balls shaped like breasts replacing a ball in ball sports such as tennis and netball.
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“From our extensive research and expertise, there was a simple truth that we knew better than anyone: not only do boobs move a lot during exercise, they also move differently in every different sport women play. Without the right bra women’s breasts are getting knocked around almost as much as the balls they’re playing with,” Andrea Michelle, marketing manager at Berlei, said in a statement.
Barbara Humphries, creative director at The Monkeys, added: “When playing different sports, the right sports bra is as important to our comfort and performance as the shoes on our feet. A good bra does make a difference, and there’s none better than Berle.”
The Monkeys launched its first work for Berlei in August last year with its Womankind campaign.
Credits:
- Client: Berlei
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Chontelle Clark
- Creative Agency: The Monkeys
Group CCO & Cofounder: Justin Drape
Executive Creative Director: Justin Drape & Vince Lagana
Creative Director: Barbara Humphries
Senior Art Director: Chloe Banicevic
Senior Copywriter: Archie Murugaser
Group CEO & Cofounder: Mark Green
Managing Director: Matt Michael
Group Content Director: Kelly Spence & Kezia Quinn
Content Director: Shannon Duhig
Content Executive: Greig Carlow
Executive Planning Director: Fabio Buresti
Head of Planning: Michael Hogg
Strategic Planner: Charlotte Marshall
Head of Production: Thea Carone
Senior Broadcast Producer: Kaija Wall
Senior Integrated Producer: Sonia Ebrington
Junior Producer: Cathryn Cooper
Production Company: Revolver/ Will O’Rourke
Director: Leilani Croucher
Producer: Alex Kember
Executive Producer: Pip Smart & Michael Ritchie
- Edit House: The Glue Society
Editor: Scott Stirling
- Casting House: Citizen Jane
Casting Director: Natalie Jane Harvie
- Sound Studio: Song Zu
Producer: Meg Drummond
Engineer: Simon Kane
Music: Level Two
Muisc Director: Karl Ritcher
- Post Production: Heckler
Online: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
VFX Producer: Amy Jarman
Colourist: Greg Constantaras
- Media: OMD Melbourne
Business Director: Kylie Pascoe
Account Director: Camilla Wallace
Account Manager: Jasmine Poole
- Public Relations – MINT
Client Services Director: Miranda Bryce
Account Director: Ambre Harfod Birkett
Rochelle Wilkinson: Senior Account Executive