Client: Pacific Brands – Holeproof Smart Socks and Undies
Creative: Scott Whybin and Justine Gallacher
Brief: Introduce a new range of underclothes made from fabric which uses antibacterial copper technology.

Our aim was to give mass appeal to a limited market specialist product. To do this we focussed on the key benefits of the technology. For men’s socks, that was the suppression of foot odour – with the result that men could be unusually confident about removing their shoes in public. This was dramatised in the commercial. Once the concept was established, we demonstrated how the technology could benefit the consumer across the other products in the range.