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Male model put through ‘real-time travel torture test’ to prove suit durability

M.J. Bale, an Australian suit company, has put one of its male models through a gruelling travel endurance test to prove that its suits can stand the test of time.

The campaign, which was carried out in real-time on Facebook and Instagram, saw a male model fitted in Sydney for a shoot in London. He then had to travel for five days non-stop, via nine countries, using 10 modes of transport, with no sleep and just the one suit on.

“With Australian men travelling longer and further for business than any other nation, arriving looking as good as when you left is a struggle. We want to help gents stay looking impeccable and ultimately professional for business, no matter how many miles they’ve covered.” said Matt Jensen, founder & CEO of M.J. Bale.

The journey has now been turned into an online film which culminates in the model arriving at his shoot a ‘broken man’. Created by Whybin\TBWA\Eleven Sydney, the activity aims to prove that you can ‘crush the man, but you can’t crush the M.J. Bale suit’.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte