The Drum Awards Festival - Official Deadline

-d -h -min -sec

Australia Fashion Asia

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


By Charlotte McEleny, Asia Editor

March 28, 2016 | 2 min read

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.

M.J. Bale: advert-body-1 by Whybin\TBWA

By M.J. Bale

Overall Rating 4/5

Vote now

“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’.

Australia Fashion Asia

More from Australia

View all


Industry insights

View all
Add your own content +