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Creative

Berlei Sports Campaign Urges Women to Stop Their Boobs Playing Their Own Game

Created by The Monkeys, the campaign speaks to women of all ages, with a range of different breast sizes who play all kinds of sport

Berlei Sports Campaign Urges Women to Stop Their Boobs Playing Their Own Game

Berlei has launched its Spring Summer 18' Sport collection with a provocative campaign via The Monkeys, demonstrating the impact different sports have on women's breasts when they are not wearing a supportive sports bra.

It's been reported that an astounding 43% of women are unaware that not wearing a supportive sports bra while exercising can contribute to breast tissue damage that can cause breast sagging later in life.
 
The campaign, 'Stop Your Boobs Playing Their Own Game', speaks to women of all ages, with a range of different breast sizes who play all kinds of sport. It aims to empower women to care for and invest in themselves by choosing the right sports bra for their chosen sport or favourite type of exercise.




QPDU0DRR.jpgThe campaign helps Berlei - celebrated for its Australian Institute of Sport tested bounce control sports bras - to reaffirm its category leadership position and aims to assert Berlei as a brand with true authority on women's breasts and how to8Phi0RKA.jpg support them while playing sport or doing exercise.
 
The campaign shares a simple but effective message aimed at educating women on the importance of good bra support irrespective of if they are walking, doing yoga, participating in cross fit or completing a marathon, with the tagline, Berlei The Best Support For Sport.
 
Says Andrea Michelle, marketing manager, Berlei: "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."
 
Created by The Monkeys, part of Accenture Interactive, the campaign launches this week on broadcast and digital platforms.
 
Says Barbara Humphries, creative director, The Monkeys: "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 Berlei."
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Creative Agency

Creative Agency: The Monkeys

Content Executive: Greig Carlow

Content Director: Shannon Duhig

Group Content Director: Kelly Spence, Kezia Quinn

Senior Art Director: Chloe Banicevic

Senior Copywriter: Archie Murugaser

Junior Producer: Cathryn Cooper

Co-Founders: Justin Drape, Mark Green

Media Agency: OMD Melbourne

Group Chief Creative Officer: Justin Drape

Strategic Planner: Charlotte Marshall

Executive Planning Director: Fabio Buresti

Executive Creative Directors: Justin Drape, Vince Lagana

Managing Director: Matt Michael

PR: MINT

Production Company

Production Company: Revolver/ Will O'Rourke

Director: Leilani Croucher

Producer: Alex Kember

Executive Producers: Pip Smart, Michael Ritchie

Post Production / VFX

Post Production Company: Heckler

Colourist: Greg Constantaras

VFX Supervisor: Jamie Watson

Editor: Scott Stirling

Editing House: The Glue Society

Online Editor: Heckler

VFX Producer: Amy Jarman

Executive Producer: Bonnie Law

Music

Music Company: Level Two

Music Director: Karl Ritcher

Sound

Sound Company: Song Zu

Sound Engineer: Simon Kane

Other

Casting: Citizen Jane

Casting Director: Natalie Jane Harvie