Boody’s 'The Official Underwear of the Entire Planet' via Clemenger BBDO

10 May 2022

Creative Agency: Clemenger BBDO (Sydney)

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The brand not just for every person on earth but for everything on earth too.

Australian underwear brand Boody has launched its first creative work under a new brand platform, ‘The Official Underwear of the Entire Planet’.

The campaign features world-renowned ethnologist Dr Jane Goodall as brand spokesperson and uses a diverse cast of real people, positioning Boody as the underwear brand not just for every person on earth but for everything on earth too.

Nadia Lotter, head of product, marketing and digital at Boody, said: “This campaign redefines what comfortable underwear is, highlighting the emotional comfort in knowing you’re buying from a sustainable and ethical brand.”

This is the first work since Boody appointed Clemenger BBDO Sydney, who was awarded the work following a competitive pitch in December last year.

Brent Kerby, Clemenger BBDO Sydney CEO said: “This platform not only gives Boody the high ground in the category today, but gives our team the scope to deliver outstanding creativity into the future.”

As of yesterday, the campaign has begun rolling out nationally via Broadcaster Video-On-Demand, OOH and content partnerships.


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


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