It’s time to be kind, is the statement Berlei makes in its latest campaign to introduce its new bra range, WOMANKIND.
Berlei is a brand that prides itself on always listening to and championing women. They have done so for over a century, having designed Australia’s first maternity bra, a world leading sports bra and donating post–surgery bras to women who have undergone breast cancer surgery.
Says, Berlei senior marketing manager, Zoe Hayes: “We wanted to launch into our next 100 years with our kindest bra yet. Every component of this new bra franchise has been challenged to ensure it makes women feel great.”
The integrated campaign - including the naming of the bra, was created by The Monkeys and highlights how women often have to accept that bras are either uncomfortable, unsupportive or something they must conform to.
The Monkeys creative director Barbara Humphries says: “The WOMANKIND campaign reveals all the frustrations women have endured over the years from bras. We wanted to tell this story with humour, empathy and bold honesty – three things the category has often been devoid of.”
The ads were directed by Kim Gehrig from Revolver, who aimed to be as real and authentic as possible about what boobs, and women, put up with. There is also social #boobtruth content that highlights the truth about wearing certain bras - that they are often painful, awkward, uncomfortable and sometimes, just downright funny.
Says Hayes: The Monkeys have truly landed the importance of this new launch and what it means for women’s every day experiences. It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way."
