Boxer shorts brand AndThen aims to support men’s mental health in its newest out-of-home campaign, which sits alongside its pledge to donate half of its profits to mental health charities.

The campaign, devised by independent agency Who Wot Why, features a smile made of a banana and two plums, to encourage men to make positive choices for themselves and others.

Photographed by Richard Pullar, the execution focuses on the idea of “feel good pants”, which reflects the comfort of the product, and the brand’s hope to support men’s mental health.

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Katie Goodrum, founder of AndThen, said: “The decline in men’s mental health across the nation has been brutal to watch. It struck me, that like our thought patterns, underwear is private and remains largely unseen. Who Wot Why have articulated my brand’s purpose, and the product feel, in the perfect poster.”

Sean Thompson, joint CCO and co-founder at Who Wot Why, commented: “Who Wot Why is all about presenting the provocative truth in a deceptively simple way. We set about creating a punchy, unforgettable smile in the mind to demonstrate AndThen’s life-changing purpose.”

As part of its efforts to support mental health, AndThen donates 50% of its proceeds to men’s mental health charities.