Today we meet Barbara Humphries, Creative Director at The Monkeys in Sydney.
What was the insight or strategy behind this campaign?
37% of women aren’t wearing a sports bra when they exercise, resulting in potential ligament stretch and tear, not to mention a lot of discomfort. Boobs actually move differently during different sports, making a sports bra just as important a piece of sports equipment as the shoes on a woman’s feet. To launch Berlei’s new sport range, we needed to cut through and educate women on the need for proper support.
What were the specific challenges of bringing this idea to life?
Our idea was “Stop your boobs playing their own game”. Our challenge was how can we show the damage lack of support causes to boobs, when we can’t show boobs? Our solution was moulded silicon ‘boob balls’ that moved like sports balls and impact like real breast tissue. Finding the right amount of bounce and impact was a technical challenge, but relatively smooth process compared to getting the concept past censors! Fortunately we got a yes from YouTube and broadcast TV, but without that, the campaign would not have seen the light of day.
What did you learn from working on this campaign?
I learnt a lot about breast tissue! But also, we were very lucky to have a brilliant client who believed in the idea and championed the idea, selling the concept into internal stakeholders and distribution partners. A bold idea requires a lot of background work to ensure everyone is on board, and that often takes time, as well as boundless energy! Our agency, client and production team worked incredibly hard to bring this to life and I learnt so much from the hurdles we all jumped along the way.
Who inspires you in this industry?
Cindy Gallop for being fierce, fearless and all she has done to champion equal pay. Kim Gehrig for her incredible energy, talent and stereotype-busting work. Locally Tara Ford, Tara McKenty and the whole RARE team. I’m also really inspired by the young creatives coming through, especially the ones I get to work with. They have talent and fresh perspectives combined with a confidence and determination that is really awesome to see.
For people who feel invisible professionally, what would be your advice?
Firstly, know that you’re not alone. Many great creatives out there have felt overlooked or under appreciated at one time or another, for any number of reasons.
If you’re currently employed, try to get a read of the situation from someone you trust inside the business. But also try find a mentor, or trusted talent expert outside your work. Not only can it be a good confirmation of your value, but they can also help you strategise how you can make the most of your current situation.
I also think it’s important to put your hand up for things you wouldn’t normally try. Learn new skills, try new things. Ask to be involved on projects you want to work on.
It sounds blunt, but it can be very liberating to realise you are often the last thing on your bosses mind. Generally speaking, they don’t lie awake at night worrying about your career and happiness. That’s why you have to take that on yourself and go for what you want. No one will ever resent someone taking ownership of their own career progression! And if they did, do you want to work for them?