An initiative created by FCB NZ and produced in partnership with Jockey and Farmers, Remundies is a range of Jockey underwear that communicates with their owner regularly via text, reminding them to check for signs of the disease each month.

Upon purchasing Remundies, the owner is registered at https://remundies.co.nz, and so the conversation begins.
 

How to check for Testicular Cancer:
 

 
In collaboration with Darkhorse, Jockey’s Social & PR agency to support Jockey’s initiative, the All Blacks and All Blacks Sevens stripped down to their Jockeys as part of their long-term sponsorship of New Zealand’s favourite underwear brand, Jockey.

Paul Hayes, Testicular Cancer New Zealand, commented, “Every year 150 men are diagnosed with testicular cancer in New Zealand, but it’s beatable if you find it early. It has been great working with the team at FCB who came up with such an innovative idea to create awareness of this life-threatening cancer among a hard to reach target audience”.

FCB ECD’s Peter Vegas and Leisa Walls said, “We’ve been working with the testicular cancer team for six years now. The work has always been focused on creating lifesaving behaviour change, but the dream was to find a way to raise some much-needed money at the same time. It’s taken a few years, but Remundies are now sneaking into undie drawers across the country, and we couldn’t be happier.”
 
Credits
Client: Testicular Cancer NZ
Agency: FCB New Zealand
Media Agency: FCB Media
PR Agency: Darkhorse

The campaign conceptualized and executed by L&K Saatchi & Saatchi includes TV, Print, OOH and will also use radio and digital media for engagement and activation.

The campaign will strengthen Jockey’s play in the women’s innerwear category with a new range of lingerie which caters to today’s self-assured, confident woman who keeps in touch with her femininity. The essence of the campaign is captured in the VO that runs through the film…

She knows me. She knows my body and what it needs. She knows that it’s not just about the shape, colour or even size. She knows that comfort comes first. She knows every stitch counts Every line makes a difference. She knows that curves come with edges And that edges can be beautiful too.

Speaking about the campaign, M. C. Cariappa, President – Sales & Marketing, Jockey India said, “Jockey knows best when it comes to innerwear, and that comfort and fit are the most essential. Jockey also understands women’s needs from lingerie go beyond that and that different women have different needs from their innerwear. The Jockey Woman campaign only reiterates what Jockey brings to women in terms of knowledge, understanding and expertise with products that truly #KnowsMe.”

Debarjyo Nandi – Sr. Vice President, L&K Saatchi & Saatchi added, “Every woman has the right to right lingerie in form, function, fit and feel. And every woman is unique with different needs for different days of the week or different times of the day. Which too evolves with time and age. #KnowsMe is Jockey Woman’s promise that she understands these needs. The idea extends to the campaign which celebrates women and their femininity without being stereotypical even in its portrayal of women in innerwear.”

Credits:
Brand: Jockey
Campaign: Jockey Woman |Knows me
Creative Agency: L&K Saatchi and Saatchi
Creative Team: Rahul Nangia, Sreekumar Pv, Pritam Shettigar, Shahid Sheikh
Account Management: Debarjyo Nandi, Himali Shetye
Account Planning: Srinivas Madala
Agency Producer: Vijay Vigamal
Production House: Hundred Frames
Director: Mark Toia
Producer: Prashant Sampat, Shekhar Ravjiani
Executive Producer: Umesh H.patel
Line Producer: Umesh Hadke
San Francisco Production: Ryde Studios
Producers – Richard Delassio, Sean Harner
Production Manager: John Silverman
Assistant Director: Sean Harner

The account which was won following a multi-agency pitch / discussions, will be handled by the agency’s Mumbai office. The agency will be responsible for the integrated communications mandate of the brand.

With experience spanning over 30 years and expertise that successfully manages over 30 resorts across India, Sterling Holidays now plans to redefine the holiday and leisure hospitality space.

Commenting on the win, Anil S Nair – CEO and Managing Partner, Law & Kenneth Saatchi & Saatchi India says, “Sterling Holidays is a leading holiday company in India with diverse vacation options for the avid traveller. They are at a stage where they are infusing a fresh perspective to holiday experiences in the country. We are very excited to partner them to chart out the next chapter of exciting holiday experiences for the Indian customer.”

Peshwa Acharya – Chief Marketing Officer, Sterling Holiday Resorts Limited adds, “We are in the business of creating Experiential Holidays for our guests. Consumers today want holiday experiences that go beyond great rooms, outstanding locations and wonderful food, and that is what we would provide. In line with this, we found L&K Saatchi & Saatchi’s strategy and approach in sync with our brand ethos and believe that their innovative ideas will enable us in creating impactful brand communication. We are excited to have L&K Saatchi & Saatchi as our creative partner.”

About Sterling Holiday Resorts Limited:
Sterling Holiday Resorts Limited is a leading leisure hospitality company in India. Sterling was incorporated in 1986 with the vision of delivering Great Holiday experiences to Indian Families. To achieve this vision, the company pioneered Vacation Ownership in India and set about building a network of leisure resorts at some of the best holiday destinations in India. Currently, Sterling has 29 resorts located in Agra, Anaikatti, Corbett, Daman, Darjeeling, Dindi, Dharamshala, Gangtok, Goa, Kanha, Karwar, Kodaikanal, Kufri, Lonavala, Manali, Munnar, Mussoorie, Nainital, Ooty, Puri, Sariska, Shirdi, Thekkady, Wayanad, Yelagiri and Yercaud. The company also has 16 additional sites where it plans to add new resorts in the coming years.

Sterling Holiday Resorts Limited is now a 100% independently managed subsidiary of Thomas Cook (India) Limited (TCIL), India’s leading integrated travel and travel related financial services company. TCIL is a part of Fairfax Financial Holdings Limited, a $38.2 billion global investment and insurance holding company, headquartered in Toronto, Canada. Fairfax’s portfolio of companies includes several well-known global companies in the insurance, re-insurance and restaurant chains sectors. In India, Fairfax has a majority holding in TCIL, and has also co-promoted ICICI Lombard. In 2012, through its Indian investment business, Fairbridge, Fairfax stepped up its pace of acquisitions commencing with TCIL, and subsequently Ikya Human Capital Solutions (now Quess) and in 2014, Sterling Holidays Resorts Limited. Most recently Sterling Holidays acquired ‘Nature Trails Resorts Private Limited’ – an adventure holiday company that operates resorts at four unique destinations in Maharashtra.

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This Article is related to:
multi-agency pitch, Sterling Holiday Resorts Limited, L&K Saatchi & Saatchi, travel, Thomas Cook, Law & Kenneth Saatchi & Saatchi, P&G, Renault, Dabur, Hero Motocorp, Emirates, Godrej, Jockey, Reliance, HSBC, Thomas Cook, Idea Cellular, Kalyan Jewellers, Kent, Exide Life Insurance, Brand News, Advertising Agency, Creative Agency

Jockey brands its underwear as ideal for all male body types and not just for ripped blokes. In an interview with NZ Herald, Will Radford, Jockey’s category and marketing manager for Australasia said: “What we’ve done with the imagery of Dan Carter and the All Blacks is aspirational… The reality though is most guys don’t look quite like that so bringing in Will is great because he’s a typical Kiwi bloke which is exactly what we were after.” Featuring Hall, who is well known from shows such as Shortland St. is a smart move by Jockey in their second year of collaboration for creative TV ads with the All Blacks.

The campaign was shot at One Tree Hill College’s gym and is all set to include digital advertising, ad shells and in-mall creative billboards advertising apart from point-of-sale advertising. Radford went on to state, “We sell underwear for everyone and we make underwear for everyone to feel comfortable in.” Drawing inspiration from this, the campaign aims at men of all shapes and sizes and focuses of the essence of Jockey’s campaign – underwear for the ‘Real Man’.

Behind the scenes at the All Blacks Jockey shootAll changes saved.

All colour – Jockey | Behind the scenes ‘Real Man’ campaign

Jockey Behind the Scenes at New Zealand Fashion Week with the All Blacks & All Blacks Sevens

Campaign Name: Real man
Brand Name: Jockey