UnderBody by Speedo launched into the Australian market in September 2009 with model Lara Bingle and Olympic swimmer Andrew Lauterstein as the spokespeople. Urban worked with Speedo to launch the brand online using a digital PR and social propagation strategy using assets produced from the photo shoot.
The pairing of an iconic Bondi brand with a newly iconic Bondi babe proved to be fertile ground for content sharing, online discussions and PR.