Women spend a cumulative 27 years of their lives enduring discomfort from underwear that digs and rubs. Boody is challenging the status quo, inviting people to demand more from their underwear drawer.

Launching the new brand platform, inviting women to make themselves comfortable, we decided that the best impression that your underwear can make is no impression at all.

So we created a campaign for Boody underwear by not showing Boody underwear. It was a brave approach that yielded exceptional results.

Make Yourself Comfortable

Boody

Advertising
Design

Billboard advertisement on a city sidewalk featuring a woman with dark hair tied up, looking to the side, with the text "Make Yourself Comfortable" and the brand name "BOODY".
Digital billboard advertising a woman with a tattoo on her shoulder, with text reading 'Make Yourself Comfortable' and 'BOODY', located in a subway station.
A woman with natural skin tone shows her shoulder and back, wearing beige adhesive bra and shoulder support straps, with a close-up of textured skin.
Outdoor advertisement fro BOODY featuring a woman with a shoulder injury.
City street scene with pedestrians walking on the sidewalk and a tram passing by. The tram has advertisements showing women in athletic clothing.
A red and black tram moving through a city with tall glass skyscrapers and trees in the background; some pedestrians are walking on the sidewalk. The tram has a Boody ad on it.
A city street scene with a modern tram passing by, featuring an advertisement for Boody with two women and a message about making yourself comfortable in your body. Pedestrians walk along the sidewalk, and residential buildings are in the background.
City street scene with a modern tram passing by, advertisements for Boody on the tram showing a model in black clothing, people walking and sitting on benches, and tall buildings in the background.
A modern tram with colorful advertisements for Boody on its side moves along a city street with cars and trees in the background under a blue sky.
A city street with a modern tram passing by with advertisements for Boody on the side, people walking and sitting on benches, and a flower bed in the foreground.
Nighttime city scene with a moving light rail train that has advertisements on its side, pedestrians crossing the street, traffic lights, and modern buildings in the background.
Black and white photo of a city street scene with buildings and a bus with posters of women on it, and the phrase 'Make Yourself Comfortable Body' on top of the bus.
Cityscape with tall buildings, streetlight, and billboards, including an advertisement featuring a woman with caption 'Make Yourself Comfortable' and a Woolworths billboard.
A brightly lit advertisement at night showing a middle-aged woman with short hair looking to her left, with visible scars on her back. The ad promotes making oneself comfortable with a brand called 'BOODY'.
People walking past a large advertisement display in an airport or train station. The ad features a woman's profile and close-up skin image with the text 'MAKE YOURSELF COMFORTABLE' and 'BOODY'.
Urban billboard with three images of a woman with scars on her shoulder, promoting body acceptance with the text 'Make Yourself Comfortable' and 'Body' in green strips. Bicycles parked below the billboard.
People walking through an airport terminal near a large advertisement displaying a woman's face and back, with the message 'Make yourself comfortable'.
People walking through an indoor public space near an electronic advertisement displaying a woman's face and a close-up of skin with a text overlay that reads "Make Yourself Comfortable".

Results

+36% increase in new customers

+ 22% increase in online sales

+400% Increase in Google searches for Boody

Binge logo. Abstract geometric background with vibrant blue, purple, red, and orange shades in a polygonal pattern.
Group of people standing in a large hall with a high ceiling and big windows, in front of a blue banner that reads, "When the going gets tough, get talking."
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