Case History Database

The men’s underwear category was in a $20m decline. A big problem for market leader, Bonds. The Campaign Palace and MediaCom developed a humorous and engaging campaign tasked with arresting this decline for Bonds. We unlocked a compelling consumer insight and turned a category issue into a social issue. Creating a national conversation asking men to take pride in their underwear. Enough listened, and we not only stemmed decline for Bonds, but created growth. Getting blokes into Bonds best undies, for good, as they returned in droves for repeat purchase. In a challenging retail environment on a budget of $1.2m

	Creative Director/Copywriter/Art Director		Cameron Hoelter		The Campaign Palace
	Copywriter		Paul Fishlock		The Campaign Palace
	Copywriter		Kelly Putter		The Campaign Palace
	Author / Senior Planner		Karen Dwyer		The Campaign Palace
	Account Director		Angus Thompson		The Campaign Palace
	Director, Strategy		Phil Phelan		MediaCom
	Director, Client Communications Planning		Toby Duffin		MediaCom
	General Manager		Matthew Mahon		Royce
	Marketing Director		Tanya Deans		Bonds
	Brand Manager		Zoe Hayes		Bonds
	Division Manager Mens Underwear		Christopher Miles		Bonds
	Product Manager Mens Underwear		Adam Coey		Bonds