Pacific Brands Underwear Group: The Boys

Clemenger BBDO Melbourne and oOh! media are launching a ballsy interactive billboard in Melbourne today, featuring 'The Boys' from Bonds' hugely popular mens underwear campaign. The full motion digital billboard at Melbourne's iconic Bourke Street Mall features 'The Boys' reacting to weather conditions via a live RSS feed. When it's cold, the boys shrink towards the top of the billboard and when the weather heats up they descend and hang freely. 'The Boys' get swung about whenever the wind blows too.