Guys typically don’t care much for the type of underwear they wear, but the same can’t be said for their testicles. Bonds created a series of ads in which two guys sit in hanging chairs representing testicles. They created a huge interactive billboard in Melbourne with the “boys” reacting live to the current weather. If it was particularly cold, the boys would shrink and be displayed at the top of the billboard, or they would sway in the breeze if it was a windy day.

The campaign was served across multiple channels and generated 22.8 million impressions, over 6 million video views, and Bonds underwear sales grew by 161%.