Be Kind to your Boobs says Berlei in Ad Campaign for Womankind Line of Bras

It’s time to be kind to your breasts says a new campaign spot from bra brand Berlei for the roll out of its new bra range, Womankind.

“We wanted to launch into our next 100 years with our kindest bra yet,” said Zoe Hayes, Berlei Senior Marketing Manager. “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.

MORE: Serena Williams Grooving in her Bra for Berlei’s #DoItForYourself Campaign in Australia

“The WOMANKIND campaign reveals all the frustrations women have endured over the years from bras,” said Barbara Humphries, The Monkeys Creative Director. “We wanted to tell this story with humor, empathy, and bold honesty – three things the category has often been devoid of.”

The ads were directed by Kim Gehrig from Revolver.


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.

“The Monkeys have truly landed the importance of this new launch and what it means for women’s everyday experiences,” said Hayes. “It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way.”

Creative Credits:

Client: Berlei
Senior Marketing Manager: Zoe Hayes
Division Manager: Holli Borchak

Assistant Brand Manager: Chontelle Clark

Creative Agency: The Monkeys
CCO/Founder: Justin Drape
Creative Director: Barbara Humphries
Creative team: Renee Bryant and Katyana O’Neill
Managing Director: Matt Michael

Group Content Director: Kelly Spence

Senior Content Manager: Lauren Shelley

Executive Planning Director: Fabio Buresti
Head of Planning: Michael Hogg

Planner: Charlotte Marshall
Head of Production: Thea Carone
Senior Broadcast Producer: Penny Brown
Print Producer: Sally Lankshear

Production Company: Revolver/ Will O’Rourke & Somesuch UK
Director: Kim Gehrig
Executive Producers – Michael Ritchie, Pip Smart & Seth Wilson
Producer: Anna Mannix & Jacob Swan-Hyam
DOP – Ari Wegner
Editor – Elise Butt, Trim London
Post Production – Fin Design & Effects

Colorist – Ben Eagleton
Music Supervision – Karl Richter, Level Two Music

Sound Design – Simon Kane, Song Zu
Sound House Producer – Katrina Aquilla

PR: The Mint Partners
Media: OMD

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