Bonds is taking ‘The Boys’ to new heights, dangling them on a seven-story-high billboard in downtown Melbourne.
Created with Clemenger BBDO Melbourne, the ballsy billboard encourages men to look after their ‘boys’, by showing what happens down below when the temperature changes.
In real time, Rob (the right one) and Dennis (the left one) react to the weather conditions, shrinking toward the top of the billboard when it’s cold and descending to hang freely in the warmth. They also swing about when the wind blows.
The billboard comes as Bonds relaunched ‘The Boys’ campaign last week, with three new spots in which they take on moisture, a trim and Lycra.