Australian bamboo underwear brand Knobby has launched a new brand platform and its first ever TVC, created by independent creative agency GROUND.
‘Good Underneaths’ encapsulates Knobby’s cheeky brand persona, while reflecting the brand’s evolving product range and changing audience demographic.
Rob Rand, CEO and founder of Knobby said: “We needed to grow up and share the reality of our story. ‘Good Underneaths’ speaks not just to the internal values of the company and the quality of the product, but also reflects our community who are not only there for the good times, they offer genuine support to each other when things get tough.”
“The campaign was built upon deep cultural insights and audience research that uncovered when our audience were faced with modern life, Knobby had a role to play as a supportive mate.” said Colin Fairley, managing partner and founder at GROUND. “We’ve been on the journey with Knobby since the start and are proud to bring to life this new positioning that shows just how much the brand has evolved.”
The integrated campaign features the brand’s first ever TVC, dramatising Knobby’s role as that supportive matter that offers a friendly piece of age-old advice in your moment of need: just imagine the world in their Knobby underwear.
The spot was produced in partnership with production company Entropico and directed by Aislinn Lowe.
Lowe said: “I loved the opportunity to help take Knobby on its first steps into an exciting new space.”
“Knobby underwear is playful and supportive, and that’s the mood I wanted to hit with this spot, balancing fashion and humour to bring characters to life in relatable scenes and situations.”
The new positioning will underpin all brand activity into the future, having gone live on the 19th of October. The TVC will be supported by a new website launch and multi channel social campaign encouraging the Knobby community to sport their undies to feel ‘good underneaths’.
Rob Rand – CEO and Founder
Lisa Hili – Marketing Manager
Jy Morgan – Digital Marketing Manager
Nadia Cuff – Head of Product
Creative Agency: GROUND
Lawrence Parmenter – Creative Director
Julia Spencer – Copywriter
Patrick Timms – Copywriter
Thuy Danh – Art Director
Colin Fairley – Managing Partner and Founder
Raje Hiranand – General Manager
Caitlin Todd – Senior Account Manager
Production Company: Entropico
Director – Aislinn Lowe
EP – Tim Burnett
Producer – Gus Kennelly
DOP – Tyson Perkins
1AD – Annabel Mills
Editor – Jodie Williams
VFX – Oscar Brookes-Luscombe
Music Composition – Jacob Turier & Rowan Dix
SFX and Sound Mix – Rowan Dix
Colourist – Matt Fezz
Media Agency: Media Merchants