‘Boys’ rise and fall with the weather in Bonds’ major outdoor installation in Melbourne

Bond’s underwear champions ‘The Boys’ have found a new lease on life rising and falling with the temperature on the side of a massive digital billboard in Melbourne.

The cheeky pair also offer educational information on men’s health messages, but are currently decorating the seven-storey Ooh Media site in Bourke Street Mall, and ‘reacting’ to the environment.

The weather-sensitive billboard sees the pair lower on warm days and rise on cooler ones, while they appear to be blown about when the wind is high.

The reinterpretation of last year’s campaign was created by Clemenger BBDO and supports three new ads released last week.