Women spend a cumulative 27 years of their lives enduring discomfort from underwear that digs and rubs. Boody is challenging the status quo, inviting people to demand more from their underwear drawer.

Launching the new brand platform, inviting women to make themselves comfortable, we decided that the best impression that your underwear can make is no impression at all.

So we created a campaign for Boody underwear by not showing Boody underwear. It was a brave approach that yielded exceptional results.