Bonds behind titillating 'Boobs' teaser

Bonds behind titillating 'Boobs' teaser

Cheeky underwear brand Bonds is behind the ‘Boobs’ billboards in Sydney, Melbourne and Brisbane with the brand’s website promising to reveal everything on October 13.

The billboards sport just the word ‘Boobs’ in the style of a Bonds logo and appear to have been erected over the weekend.

A source close to the brand previously told B&T a Bonds campaign scheduled for September  would “wake Australia up”.

There is speculation the ads are to promote a new Bonds bra range or to support the brand’s renewed partnership with the National Breast Cancer Foundation (NBCF) for Breast Cancer Awareness Month.

A release announcing Bonds’ renewed deal with NBCF mentions a new Bonds campaign.

“In keeping with the direction of the new BONDS campaign, Ms Renouf said NBCF was currently funding important research aimed at improving early detection of breast cancer. This includes a team from the University of Queensland who are using nanotechnology to develop a blood test for this purpose.”

The Bonds website says ‘Bonds BOOBs’ will launch soon, on October 13, but reveals nothing else about the push.  

Clemenger BBDO Melbourne is Bonds' creative agency. 

Please login with linkedin to comment

Latest News

ING Invests In Finance Partnership With Seven
  • Media

ING Invests In Finance Partnership With Seven

ING has launched a finance partnership with the Seven Network. ING’s head of consumer and market insights, Matt Bowen, will feature on daily and monthly Sunrise segments and, in weeks to come, join 7NEWS. Matt will provide viewers with expert insights into the day’s top money stories and deep dives into key finance topics to […]

Gregory Jewellers Elevates eCommerce Experience With Digital Transformation Platform Via Wonderful
  • Advertising

Gregory Jewellers Elevates eCommerce Experience With Digital Transformation Platform Via Wonderful

Jewellery brand Gregory Jewellers has launched a comprehensive digital platform with integrated eCommerce and enhanced search and discovery capabilities to deliver a more seamless experience for customers. Developed by independent digital agency Wonderful, the new platform has been optimised for mobile-first and features simplified navigation across Gregory Jewellers’ extensive product catalogue. This enables customers to […] We Are The Kings Of Intent
  • Media We Are The Kings Of Intent

With around 12 million addressable, opted-in, privacy-compliant emails of Australians, carsales doesn’t see itself as competing with other online auto classifieds businesses, instead it sees itself as in the fight with Meta, TikTok and the other global tech giants. Davor Vilusic, executive general manager – media carsales, and Stephen Kyefulumya, general manager – media product […]

by B&T Magazine

B&T Magazine