To support the exclusive Australian launch of international underwear brand, Joe Boxer, Best&Less has teamed up with We Are Social to create a social campaign.

Joe Boxer was founded in America in 1985 and boasts 90 per cent brand awareness in the US. We Are Social has dialled up the brand’s playful side – personifying the underwear as a typical American family, on tour Down Under, discovering everyday ‘Australiana’ references as they become acclimatised to their new life.

Following an initial family briefing, the family takes a trip to the beach, a spin on a Hills Hoist and camps in the outback, in a series of bright, cheerful videos that will make a bold impact in the newsfeeds of Australian consumers upon release today. Each video will feature on the Best&Less Facebook page, as well as on the website  and YouTube.

“It’s been great working with Best&Less on such a fun brand launch. The cheeky personality of Joe Boxer lends itself to social content that we believe will really appeal to the fun-lovingAustralian audience,” said Suzie Shaw, MD of We Are Social.