Introducing the first bra that is truly kind to women; Womankind by Berlei

The integrated campaign is supported by a social movement #boobtruth which aims to highlight the the painful, awkward, uncomfortable and funny realities behind bras.

Credits
Category: Clothing
Client: Berlei
Agency: The Monkeys
Production Company: Revolver/ Will O’Rourke & Somesuch UK
Director: Kim Gehrig
Editor – Elise Butt, Trim London
Post Production – Fin Design & Effects
Sound Design – Simon Kane, Song Zu

This campaign is about:
Advertising Standards Board, Social Movement, Bra, Advertising, Marketing Campaign, TV Commercial, Fashion, Award winning Campaign, Clios, Digital Film

Serena’s breathtaking performance not only presents a meaningful message but also acts as a tribute to Chrissy Amphlett. I Touch Myself is a powerful example of heartfelt activism that hits home.

The digitalized version of Serena’s performance was curated by JWT-Sydney and broadcasted under Berlei’s breast cancer awareness campaign. By stepping out of her comfort-zone, Serena urges other women to self-check for lumps in their breasts from time-to-time. In a report by WHO, it is stated that almost 15% of cancer-related deaths in women have been attributed to breast cancer; Therefore, it isn’t an issue to be taken lightly. As said by Serena herself, early detection can significantly reduce the risk of mortality associated with this disease.

Judging by Serena’s responsible demeanor towards the cause and the associated response by the public, it can be fairly stated that Chrissy Amphlett’s legacy, Project I Touch Myself, is receiving the treatment it deserves!

Credits:
Campaign website: https://itouchmyself.org/#
Starring: Serena Williams
Director: Daniel Askill
Music Director: Charley Drayton
Chorus Harmony Vocal: Chrissy Amphlett
Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger: Pat Thrall
Recording voice coach to Serena Williams: Koo Abuali
Original music track – I Touch Myself
Original Songwriters: Christina Amphlett, Tom Kelly, Billy Steinberg & Mark McEntee
Creative and Strategy: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Social Media Strategist: Craig Mack
Account Manager: Ellie Sutton
Account Manager: Bronte Rohrig
Senior Producer: Amanda Slatyer
Senior Producer: Tracey-Lee Permall (Hogarth)
Microsite: Mirum Australia
Music Studio: Song Zu Sydney
Production Company: Collider
Executive Producer: Sara Greco – Strangelove
Producers: Lucy Bidwell & Lucy Pilkington
DoP: Todd Banhaz

This Campaign is about:
Serena Williams, Berlei, Athlete, Sport, Breast Cancer Awareness, I Touch Myself, Chrissy Amphlett, Digital Campaign, Bra, JWT, J Walter Thompson

The whole campaign has been fleshed out by the Australian ad agency named The Monkeys. It also acts as an awareness campaign for woman unaware of the need to wear a sports bra during strenuous activities. The creatively depicted message can be summed up in the following phrase used in the commercial itself: stop your boobs playing their own game.

We feel that women need to invest in sports accessories in order to engage in physically demanding tasks with ease. The existence of brands like Berlei provides for a convenient and credible resource for the same.

#BerleiAus #DoItForYourself

This Article is about:
Berlei Australia, Sport, Bra, Ad Agency, Australia, Health, Digital Campaign, The Monkeys