A large scale campaign to promote Jockey as the ‘Official Underwear’ of the Australian Olympic & Paralympic teams.’

You have to admit there is something slightly ridiculous about being the ‘official underwear’. The concept came from the ironic insight that (barring a wardrobe malfunction) no one would actually see any Jockey product at the Games.

We developed a self deprecating tone of voice and a series of droll portraits of the athletes that made for an entertaining and flexible campaign that would work across all formats from large format outdoor to social product ads to instore POS.