Jess Ramsey. Design + Motion.
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The Boys

BONDS
Clemenger BBDO Melbourne

A campaign to get men talking about their undies again by creating an interactive billboard showing how weather impacts their “boys”.

The outdoor execution reacted to weather conditions via a live RSS feed on the Bourke Street Mall billboard. When the temperature dropped, the ‘boys’ shrunk to the top of the billboard, when the weather warmed up they hung freely, and when Melbourne had some windy weather, the boys moved about in the breeze too.

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When the weather warmed up they hung freely.  
 
When the temperature dropped, the ‘boys’ shrunk to the top of the billboard  
 
The outdoor execution reacted to weather conditions via a live RSS feed on the Bourke Street Mall billboard.