Dr. Jane Goodall & Boody Promote the ‘Official Underwear for the Entire Planet’

Encouraging you to make more sustainable choices when choosing your next pair of underwear.

World-renowned ethnologist Dr. Jane Goodall has partnered with Australian underwear brand Boody as a brand spokesperson for the launch of a new brand platform, “The Official Underwear of the Entire Planet” via Clemenger BBDO.

Boody, the first Australian and New Zealand underwear brand to achieve the environmentally-conscious B Corp certification. ‘The Official Underwear of the Entire Planet’ positions Boody as the underwear brand not just for every person on Earth but for everything on Earth as well.

The creative drive behind the campaign is to remind people that seemingly small decisions can have a big impact on our planet.


Working with Jane Goodall Institute Australia to appoint Dr. Jane Goodall as the face of the campaign was done to bring sustainable credentials while highlighting that Boody is also functionally comfortable for all bodies.

“Currently, comfort in the underwear category is entirely functional; but we think it should be more than that,” said Nadia Lotter, head of product, marketing 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.”



“The sustainability space is crowded, with many brands making claims about credentials and the positive impact they bring that are exaggerated to match consumer expectations,” said Darren Wright, executive creative 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, CEO, Clemenger BBDO Sydney, 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.”

“Small actions can make a big difference. Bamboo is an amazing fiber, organically grown and while it has many benefits, it’s not just about the material in your underwear,” said James Forbes, CEO at Jane Goodall Institute Australia.

“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.”

The campaign will roll out nationally via Broadcaster Video-On-Demand, OOH and content partnerships from Monday 9th May.


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 Company: Good Oil
Director: Tom Campbell
Executive Producer: Sam Long
Producer: Tracey-Lee Permall
Editor – Phoebe Taylor, Arc
Post production – Blockhead
Music & Sound Design: Rumble
Stills production: 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

Asia Ad Junkie

Asia Ad Junkie

So many ads, so little time.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours