Berlei is showcasing the uncomfortable and painful methods women endure to support their breasts in a new bra campaign.
The campaign, which was created by The Monkeys and directed by Kim Gehrig, features breasts being poked, pushed, suppressed, bound, exposed, and hidden away under plasters and pasties.
The campaign aims to provide an authentic look at how uncomfortable and unsupportive women’s bras can be, to help launch its new range, Womankind, which the brand claims is “our kindest bra yet”.
The Monkeys creative director Barbara Humphries, said: “The Womankind campaign reveals all the frustrations women have endured over the years from bras. We wanted to tell this story with humour, empathy and bold honesty – three things the category has often been devoid of.”
The integrated campaign incorporates a social content stream, #boobtruth, which will share content about the painful, awkward, uncomfortable and funny realities behind bras.
Berlei senior marketing manager Zoe Hayes, said, “Every component of this new bra franchise has been challenged to ensure it makes women feel great.
“The Monkeys have truly landed the importance of this new launch and what it means for women’s everyday experiences. It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way."