Sports bra brand Berlei features some graphic CGI imagery to highlight importance of good bra support in a new Australia campaign called ‘Play Their Own Game’.
The marketing initiative is led by a hero 60-second spot starring a series of breast shaped sports balls getting bounced, punched, kicked and squashed in a series of sports scenes featuring tennis, basketball, football and volleyball amongst other sports.
This (Australian) Spring/Summer campaign is designed to demonstrate the impact various sports have on women’s breasts when not wearing a supportive sports bra.
Running with the endline ‘Stop your boobs playing their own game’ (along with the ongoing company tagline ‘Berlei The Best Support For Sport’), the hero 60-second commercial, created by agency The Monkeys,
is supported by a set of 15-second cut down edits,
amplified across the brand’s social platforms: including YouTube and Instagram.
The lead spots are matched by a parallel set of ads featuring the real sports ball and equipment equivalents.
The campaign, which launched in the first week of September, runs across broadcast channels ad and digital platforms.
The work aims to connect with women of all ages, with a range of different breast sizes who play all kinds of sport.
It was created in harness with agency The Monkey’s, with VFX by Heckler and was directed by Will O’Rourke via Revolver.
Comment:
A strikingly different creative approach to the usual empowering and action-packed sports bra brand campaigns, this initiative stands out, cuts through and is an effective way to promote a message aimed at educating women on the importance of good bra support whether they are walking, running, playing team sports or practicing yoga.
The initiative followed on from research showing that 43% of women are unaware that not wearing a supportive sports bra while exercising can contribute to breast tissue damage that can cause problems later in life.
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’.
Berlei, a brand that works partly in tandem with the Australian Institute of Sport where it tests its bounce control sports bras, hopes that the campaign will help it consolidate its category leadership status and aims to position Berlei as a brand with genuine authority on breasts and how to support them while playing sport or doing exercise.
Links:
Berlei
https://www.facebook.com/berlei
https://www.instagram.com/berleiaus/
https://www.youtube.com/user/BerleiAustralia
The Monkeys
