Exclusive: The marketer behind Bonds’ and Clemenger BBDO Melbourne’s ‘The Birthday Project’ campaign, Zoe Hayes, has left the iconic brand.
Hayes’ decision to leave Bonds after almost five years was motivated by a desire to move back home to Sydney.
“I've had a brilliant time with the brand Bonds and am extremely proud of the work created with our passionate team of agency partners over the years,” Hayes told B&T.
Hayes is moving back to Sydney to take up the head of marketing role with fashion brand Saba. She will start next week.
Emily Small, marketing manager of Jockey and Berlei, will be stepping into the Bonds marketing role over the coming weeks.
Hayes has been with Pacific Brands since 2008, first as Bonds brand manager before moving into the marketing manager role in October 2011.
The candid marketer admitted last year that they were not prepared for the massive public response to ‘The Birthday Project’.
To celebrate the brand’s 96th year the campaign set out to find one person born every day since Bonds launched in 1915. It encouraged fans to claim the day they were born by uploading a picture of themselves to the campaign website.
When it launched the Birthday Project attracted the industry’s attention as a potential award winner. But praise turned to criticism after a technical-glitch and fears a “cock and ball” photo would derail the project forced the team to halt the campaign in its early days.
The campaign “went absolutely ape shit”, Hayes said last year.
“We had one person every 3.8 seconds on the first day claim their date and upload their photo,” she said.
“The magnitude and the speed with which they came we weren’t prepared for.”
Despite the glitch the campaign was Bonds’ most successful campaign yet, Hayes said in June 2012.
“In terms of advertising effectiveness we had three times the campaign awareness for each dollar spent in comparison to past campaigns.” For more on this click here.
More recently Bonds convinced Pat Rafter to strip for the brand again in a push for its Flexits range. The campaign (below) was created by Banjo.