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Breasts Break Free in Refreshingly Honest Berlei Campaign from The Monkeys

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First campaign from The Monkeys since the agency won the business back in June

Breasts Break Free in Refreshingly Honest Berlei Campaign from The Monkeys
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."
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Producer: Katrina Aquilla

Sound Design: Simon Kane, Song Zu


Editor: Elise Butt, Trim London

Post Production / VFX

Colourist: Ben Eagleton

Post Production Company: Fin Design & Effects

Production Company

Director: Kim Gehrig

DOP: Ari Wegner

Executive Producer: Michael Ritchie, Pip Smart & Seth Wilson

Producer: Anna Mannix & Jacob Swan-Hyam

Production Company: Revolver/ Will O'Rourke & Somesuch UK

Media Agency

Media Agency: OMD


Advertiser: Berlei

Marketing Manager: Zoe Hayes

Creative Agency

Chief Creative Officer: Justin Drape

Creative Agency: The Monkeys

Creatives: Renee Bryant and Katyana O'Neill

Executive Planning Director: Fabio Buresti

Group Content Director: Kelly Spence

Managing Director: Matt Michael

Music Supervisor: Karl Richter, Level Two Music

Planner: Charlotte Marshall

Print Producer: Sally Lankshear

Senior Broadcast Producer: Penny Brown

Senior Content Manager: Lauren Shelley

Head of Production: Thea Carone

Genres: People

Categories: Clothing and Fashion, Underwear

The Monkeys, Thu, 31 Aug 2017 08:25:46 GMT