First campaign from The Monkeys since the agency won the business back in June
It's time to be kind, is the statement Berlei makes in its latest campaign via The Monkeys, to introduce its new bra range, WOMANKIND.
The integrated campaign - including the naming of the bra, is the debut work of The Monkeys, who won the business back in June. The campaign highlights how women often have to accept that bras are either uncomfortable, unsupportive or something they must conform to.
Says Barbara Humphries, creative director, The Monkeys: "The WOMANKIND campaign reveals all the frustrations women have endured over the years from bras. We wanted to tell this story with humour, empathy and bold honesty - three things the category has often been devoid of."
The ads were directed by Kim Gehrig from Revolver, who aimed to be as real and authentic as possible about what boobs, and women, put up with. There is also social #boobtruth content that highlights the truth about wearing certain bras - that they are often painful, awkward, uncomfortable and sometimes, just downright funny.
Says Hayes: The Monkeys have truly landed the importance of this new launch and what it means for women's every day experiences. It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way."
Says Zoe Hayes, senior marketing manager, Berlei: "We wanted to launch into our next 100 years with our kindest bra yet. Every component of this new bra franchise has been challenged to ensure it makes women feel great."