This weekend, Bonds launched their biggest campaign ever to celebrate their centenary year.
The TVC was created by Leo Burnett Melbourne and is set to the iconic Australian INXS song, “What You Need.” It brings Australians of all ages together to celebrate through dance and movement the spirit of the brand over 100 years. Five 20-year-olds, 200 6-month olds and a 75-year old mixing it up with a 25 year-old are all part of the “100 year” cast who represent the love, colour and life of Bonds.
“We want to celebrate our 100 years with a campaign that engages with all Australians across all demographics and showcases our wide product offering. The INXS track captures our Australian spirit, and we felt it was fitting for our 100-year celebration,” says Emily Small, senior marketing manager of Bonds.
Melinda Geertz, CEO Leo Burnett Melbourne, says, “In true Bonds tradition, we’ve used the language of music and dance to bring to life Bonds’ 100 year milestone, and we’ve paid tribute to the everyday Australians who have made Bonds such an iconic Australian brand.”
Leo Burnett has been working with Bonds for the last year in both the retail and brand space.
Bonds was founded in 1915 by George Bond and is Australia’s largest underwear brand.