Clemenger BBDO Melbourne has released its first piece of work for Bonds since taking the business from Banjo in March.
The new TVC stars Puberty Blues actress Isabelle Cornish skipping in her undies, and was directed by Patrick Hughes, who is now in the US directing The Expendables 3 with Sylvester Stallone.
Collectibles is a range of "affordable mix’n’match underwear", aimed at young budget-conscious and fashion savvy girls.
The campaign is the first in a long-term strategy to restore the love Australians have for the iconic brand, using a playful, energetic tone that is the essence of Bonds.
The soundtrack is called ‘Green Garden’ and is by an emerging UK artist called Laura Mvula. The track will be released in Australia to coincide with the Collectibles campaign launch.
The national TV campaign will be accompanied by digital, outdoor and in-store executions.
Credits: client Bonds, GM Tanya Deans, marketing manager Zoe Hayes, brand manager Michelle Edgar, agency Clemenger BBDO Melbourne, executive creative chairman James McGrath, CDs Ben Couzens and Jim Ingram, art director James Orr, copywriter Elle Bullen, Director Patrick Hughes, production Finch, post production Method