In 2015 underwear brand Bonds released a comical collection of ads under its ‘The Boys’ campaign featuring life scenarios from the perspective of two testicles. Now, Bonds has upsized the campaign with a ballsy seven-story-high digital billboard located at Bourke Street Mall in downtown Melbourne, Australia. “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,” explained agency Clemenger BBDO Melbourne. The ad responds to the climate via live RSS feeds and a special technology pioneered by oOh! media. Accompanying the billboard are two new television spots ‘Trim’ and ‘Talcum Powder’. Check out these advertisements below.

Alexis Verschueren

Making brand experiences that stick!