Bonds Boys Digital Billboard

Pacific Brands, with Clemenger BBDO Melbourne and oOh! media, has commissioned a digital billboard featuring Rob and Dennis from the popular mens underwear campaign The Bonds Boys. The full motion Bonds Boys digital billboard at Melbourne’s Bourke Street Mall features ‘The Boys’ reacting to weather conditions via a live RSS feed. When it’s cold, the boys shrink towards the top of the billboard and when the weather heats up they descend and hang freely. ‘The Boys’ get swung about whenever the wind blows too. The interactive billboard follows last week’s release of new television commercials “Talcum Powder”, “Trim” and “Cycle”. Last year’s online films were designed to get Australian men talking and importantly, thinking more about their choice of underwear. With limited media investment ‘The Boys’ racked up considerable earned-media attention and impressive view counts, as well as taking out a number of Campaign of the Year awards.

Bonds Boys Digital Billboard

Two fifteen-second commercials, “Trim” and “Talcum Powder”, explore the everyday experiences of Rob and Dennis. “Cycle” revisits the cycling trip explored in November 2015. Each commercial includes an interaction between the boys and the brain and ends with the message, “Your boys go through a lot. They deserve very comfy undies”.



The Bonds Boys Rob and Dennis swung into Twitter action on April 10 with the launch of their own page, @RobandDennis, interacting with Australian current events and sports news.

Bonds Boys Rob and Dennis Twitter page
Bonds Boys five dollar note from Twitter page

Bonds Boys Digital Billboard Credits

The Bonds Boys Digital Billboard project was developed at Clemenger BBDO Melbourne by executive creative director Ant Keogh, creative directors Ant Phillips and Richard Williams, group managing director Simon Lamplough, operations director Sharon Adams, senior producer Karolina Bozajkovska, working with Pacific Brands Underwear Group head of marketing Emily Small, senior brand manager Mahli Pullen and brand manager Jessica Harvey.

Outdoor media was handled at oOh!media.

Filming was shot by directors Tony Rogers via Guilty Content with producer Jason Byrne and director of photography Marin Johnson. Editor was Micheal J Luteman at The Butchery. Photography was by Chris Budgeon.