With an estimated 15 million dodgy undies in circulation throughout Australia, we launched the Bonds Dodgy Undies Amnesty. An initiative to encourage guys (and of course their partners) to ditch their old underwear.
Bonds long-time brand ambassador, Pat Rafter was used to front an integrated campaign to persuade guys to swap their ‘swiss cheese’, ‘peek-a-boo’ and ‘sad-sacks’ jocks for Bonds new comfy Guyfront trunks.
The campaign consisted of television commercials, ‘Dodgy Undie’ collection points, free tongs and bags, digital banners, print and radio promotions all supported by a Facebook page. | Art Director: Simon Cox