Why Boody chose to highlight underwear discomfort in debut campaign via The Hallway

Bamboo underwear brand Boody has launched its debut creative campaign, ‘Make Yourself Comfortable’, in collaboration with indie agency The Hallway.

The out-of-home (OOH) led campaign features a diverse series of women displaying the ‘unmistakable’ marks left by uncomfortable underwear, inviting women to instead make themselves comfortable in Boody.

Ruth Haffenden, global head of brand and marketing at Boody, said: “Whilst it may seem counterintuitive to highlight the discomfort so many women face each day, these uncomfortable truths required a bold statement to drive meaningful reappraisal of something we have learned to live with for decades, as ‘the best we’ll get’.

“Alongside our continued, passionate commitment to ethical and sustainable production, it really is time to demand more from your underwear drawer,” she added.

The Hallway’s creative director, Jessica Thompson, said: “We applaud Ruth and her team at Boody for backing this campaign with so much passion and trust.

“We know we aren’t alone in our frustration with bras that pinch and knickers that irritate, leaving us branded with our discomfort at the end of the day,” Thompson continued. “It’s been a great pleasure to collaborate with Boody on calling out this ubiquitous experience and presenting women with a very comfy answer.”

The campaign is rolling out across OOH, transit, social and display.


Client: Boody
Global head of brand and marketing: Ruth Haffenden

Senior brand and marketing manager: Stephanie Audino
Junior brand and marketing manager: Holly Edwards
Social media manager: Juliet Wong
Creative consultant: Eric Franken
Graphic designer: Lina Aloisio

Creative Agency: The Hallway

Media: SPEED

Production company – Artboxblack
Producer – Jane Robinson

Photographer – Hannah Scott-Stevenson
Stylist – Sara Smith
Makeup artist – Kellie Stratton @ MAP
Hair stylist – Michele McQuillan @ MAP
SFX makeup – Mariel McClorey
Talent – Bruna Lapinskas @ Bella Models, Sacha De Vries, Yvonne Hong @ StoneStreet, Tanya Bunter @ People Agency
Casting director – Kate Austin
Post-production – Ring Studio


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