Knobby's 'Good Underneaths' via GROUND

21 October 2022

Creative Agency: GROUND

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“We needed to grow up and share the reality of our story."

Australian underwear brand Knobby has released ‘Good Underneaths’ - a new brand platform and integrated campaign created by GROUND.

Long known for their cheeky larrikin persona, Knobby sought to find a new positioning in the market that reflects their evolving product range and changing audience demographic.

Good Underneaths’ comes to life with the brand’s first ever TVC that dramatises Knobby’s role as that supportive mate - offering you a friendly piece of age-old advice to help with any of the little moments of modern life that can make you feel a little bit overwhelmed. Just imagine the world in their Knobby underwear.

Rob Rand, CEO and founder of Knobby said: “We needed to grow up and share the reality of our story. ‘Good Underneaths’ speaks not just to the internal values of the company and the quality of the product, but also reflects our community who are not only there for the good times, they offer genuine support to each other when things get tough.” 

Colin Fairley, managing partner and founder at GROUND, said: “The campaign was built upon deep cultural insights and audience research that uncovered when our audience were faced with modern life, Knobby had a role to play as a supportive mate.”

The campaign is currently live and launched in line with the release of the Knobby’s new Bamboo Staples Collection: a range of men’s and women’s underwear and bralettes in super soft and sustainably sourced bamboo. 

Brand: Knobby
Rob Rand - CEO and Founder
Lisa Hili - Marketing Manager
Jy Morgan - Digital Marketing Manager
Nadia Cuff - Head of Product
Creative Agency: GROUND
Lawrence Parmenter - Creative Director
Julia Spencer - Copywriter
Patrick Timms - Copywriter
Thuy Danh - Art Director
Colin Fairley – Managing Partner and Founder
Raje Hiranand - General Manager
Caitlin Todd - Senior Account Manager
Production Company: Entropico
Director - Aislinn Lowe
EP - Tim Burnett
Producer - Gus Kennelly
DOP - Tyson Perkins
1AD - Annabel Mills
Editor - Jodie Williams
VFX - Oscar Brookes-Luscombe
Music Composition - Jacob Turier & Rowan Dix
SFX and Sound Mix - Rowan Dix
Colourist - Matt Fezz
Media Agency: Media Merchants


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