It’s time to be kind, is the statement Berlei makes in its latest campaign to introduce its new bra range, Womankind.
Berlei is a brand that prides itself on always listening to and championing women. They have done so for over a century, having designed Australia’s first maternity bra, a world leading sports bra and donating post–surgery bras to women who have undergone breast cancer surgery.
The integrated campaign – including the naming of the bra, highlights how women often have to accept that bras are either uncomfortable, unsupportive or something they must conform to.
Our latest campaign for Berlei was directed by Kim Gehrig from Revolver, who aimed to be as real and authentic as possible about what boobs, and women, put up with. There is also social #boobtruth content that highlights the truth about wearing certain bras – that they are often painful, awkward, uncomfortable and sometimes, just downright funny.