Intimates brand Nala has rolled out a roaming billboard truck across Sydney on Wednesday morning this week, with the stunt ideated and launched in less than 15 hours.
The stunt was launched in response to reports that a women’s health doctor was allegedly told to leave a Virgin Australia airport business lounge earlier this week for pumping breast milk.
The breastfeeding mother of two claimed staff told her she was making people feel "uncomfortable" by pumping in the lounge. She then “politely” schooled the staff member that breastfeeding is protected under the Sex Discrimination Act of 1984.
Virgin Australia has since apologised to the mother of two, and followed up with the staff member involved, various media reports noted.
Nala’s billboard ran across Sydney and was spotted outside the Virgin Australia terminal office, with the message ‘It’s just a boob. It’s 2025. It's time to get comfortable. Nala xx’.
Nala co-founder Chloe de Winter said she could not be prouder of the team for how quickly this campaign stunt came together.
“We had the idea at 4 pm on Tuesday and by 7 am on Wednesday we had a moving billboard roaming the streets of Sydney,” she said.
Orly Jacobson, Nala’s partnerships manager, worked closely with the brand’s public relations agency MVMNT to pull it off.
“There were copy approvals whilst out for dinner and phone calls whilst bathing our baby, but we got there in the end,” de Winter added.
Stunts like this are part of Nala’s marketing playbook. In 2023, the Melbourne-born intimates brand floated a giant inflatable boob down the Yarra River with the same tagline ‘It’s Just a Boob’ in protest against censorship they had been facing by US tech platforms such as Meta and Google.
In 2024, they followed it up with its ‘Sorry to Offend You’ breastfeeding campaign featuring Simone Holtznagel and her daughter Gia. This campaign was named a finalist in Ragtrader’s Australian Fashion Industry Awards 2025.
The 2024 campaign attracted community complaints that sparked a review from the Australian Ad Standards watchdogs. The case was eventually dismissed.