Jane Goodall the face of latest Boody campaign via Clemenger BBDO Sydney

B-Corp licensed Australian underwear model Boody has launched a brand new model platform in its first marketing campaign from Clemenger BBDO Sydney, following the company’s appointment to Boody’s artistic account in December 2021.

The new platform, ‘The Official Underwear of the Entire Planet’, positions Boody because the underwear model not only for each individual on Earth, however for everybody on Earth as nicely, reminding audiences that even small resolution, like underwear model, can have an effect on the planet.



The marketing campaign options world-renowned ethnologist Dr Jane Goodall as model spokesperson, alongside a various solid of fashions sporting Boody’s underwear vary.

The hero 30-second spot, set in a rainforest to ambient music, is narrated by Goodall, who ponders that whereas people seek for new worlds, there may be ‘so much still to do on the one we leave behind’. Goodall’s voiceover continues to say that ‘it is a big job making our world a bigger place’, however getting began is so simple as ‘changing your underwear’. The voiceover is accompanied by eerie, mist-filled pictures of fashions sporting Boody underwear within the rainforest setting, and finishes with the brand new model platform line and Boody emblem.

The spot will roll out nationally on BVOD, and will likely be supported by executions in OOH in addition to content material partnerships from Monday 9 May.

“Currently, comfort in the underwear category is entirely functional; but we think it should be more than that,” mentioned Nadia Lotter, head of product, advertising and digital at Boody. “This campaign redefines what comfortable underwear is, highlighting the emotional comfort in knowing you’re buying from a sustainable and ethical brand. That’s comfort worth switching underwear for.”

Boody and Clemenger BBDO labored with the Jane Goodall Institute Australia to nominate Goodall because the face of the marketing campaign, leveraging her sustainability credentials and highlighting that Boody is functionally snug for all our bodies. The use of a various solid was additionally deliberate, to encourage all individuals to become involved and select extra sustainable underwear.

“The sustainability space is crowded, with many brands making claims about credentials and the positive impact they bring that are exaggerated to match consumer expectation,” mentioned Darren Wright, government artistic director at Clemenger BBDO Sydney. “Working with Boody, a brand that truly makes undies that keep the whole planet feeling good was a privilege.”

Brent Kerby, Clemenger BBDO Sydney CEO added: “We are proud of the work we’ve done with the Boody team. This platform not only gives Boody the high ground in the category today, but gives our team the scope to deliver standout creativity into the future.”

James Forbes, CEO at Jane Goodall Institute Australia (JGIA) mentioned: “Small actions can make a big difference. Bamboo is an amazing fibre, organically grown and while it has many benefits, it’s not just about the material in your underwear. It’s thinking about what other small steps you as an individual can make. JGIA is driving a suite of programs that enable the next generation of environmental leaders.”


Client: Boody
Managing Director: Elliot Midalia
Head Of Product, Marketing and Digital: Nadia Lotter Content, Social and Branding: Stephanie Audino Design Coordinator:Jade Zulian

Creative: Clemenger BBDO Sydney
Executive Creative Director: Darren Wright, Brendan Willenberg Creative Director: Christopher Wilson, Roy Leibowitz
Senior Graphic Designer: María Fernanda Ancines Salgado Client Services Director: Jade Clark
Senior Business Director: Gracie Smith
Business Manager: Athina Bambaliaros
Planning Director: Phil Pickering
Executive Producer: Jo Howlett

Production firm: Good Oil
Director: Tom Campbell
Executive Producer: Sam Long
Producer: Tracey-Lee Permall
Editor – Phoebe Taylor, Arc
Post manufacturing – Blockhead
Music & Sound Design: Rumble
Composer: Adam Moses
Stills manufacturing: Photoplay
Photographers: Jouk Oosterhof & Nick Bowers Producers: Alison Lydiard & Ross Colebatch Media: Speed

Partner: Jane Goodall Institute Australia
CEO: James Forbes
Comms and Marketing Manager: Gemma Freeman

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