After heating things up in Coober Pedy, Bonds is back with another tongue-in-cheek campaign with the help of Leo Burnett Melbourne.
This time, it’s left the red dirt and men behind for Australia’s iconic Blue Mountains, or ‘Bush Land’ as the film cheekily dubs it.
The campaign launches the first women’s only release of the Bonds Originals product.
Emily Small, head of marketing at Bonds said: “This range was made for young women and so we were excited to make some content that spoke to them. The brief was to create a space where confidence rules without losing our Bonds sense of humour.”
The result is a Bonds take on owning your femininity, in whatever form you want it to take.
Leo Burnett copywriter Holly Burgess said: “’The Queendom’, a sassy twist on the traditional Kingdom, felt really natural. We were keen to throw a few stereotypes out the window and have a bit of fun with it in the process.”
The fashion film, shot by fashion director Gracie Otto, features an all-female cast of six including Thelma, the very real (and really quite friendly) huntsman spider. The music for the spot was created by Kiwi artist JessB.
The film follows a traveller, played by Indigenous model Zhoe Trotter, on her quest to find The Queendom. There she joins a community of strong women who look out for one another (some literally), chop wood with ‘tude and crack nuts – all in Queen-like style.
The film is a part of a wider social campaign with a suite of short-form content and interviews.
It coincides with a grassroots fundraising event in-store and online with the REACH Foundation, where profits from Bonds Originals on Saturday 11 August will go to support life-changing workshops for young girls.
The campaign is online and on TV in both Australia and New Zealand.
Head of marketing: Emily Small
Brand manager: Kedda Ghazarian
Marketing managers: Kelly McBride and Michelle Taylor
Assistant brand manager: Taylah Johnson
Creative: Leo Burnett Melbourne
Chief creative officer: Jason Williams
Director of integrated strategy: Ilona Janashvili
Creative director: Daniel Pizzato
Art director: Lucy Logan
Copywriter: Holly Burgess
Senior agency producer: Eliza Malone
Content producer: Lucy Appleyard
Print producer: Kirstie Gadsden
Motion designer: John Angless
Group business director: Amanda Nicoll
Account director: Chloe Erftemeyer
Film production: Playtime
Director: Gracie Otto
Director of production: Stefan Duscio
Executive producer: Oliver Lawrance
Producer: Tom Slater
Stylist: Ella Murphy
Hair and make-up: Alan White and Gillian Campbell
Offline editor: Rohan Zerna, The Butchery
Colourist: CJ Dobson, The Refinery
Online artist: Chris Betteridge, The Refinery
Post-producer: Freya Maddock
Sound: Sam Hopgood, Bang Bang Studios
Music: Level Two and Electric Dreams
Track: “Day Ones”, JessB
Photography production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson