The Monkeys’ Berlei campaign shows impact sport has on women’s breasts

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.

“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.


  • 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

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