Bonds has launched a new brand platform, “As worn by us” capturing the extent to which everyday Aussies engage with the Bonds brand.
Look down, look in your top drawer, and you’ll probably find at least one piece of Bonds wear. For so many of us, Bonds is what we wear throughout our life. To remind the nation of the uniquely beloved place the brand holds across all ages and demographics, Bonds has launched a new brand platform: ‘As worn by us’. Created by Special Group and produced by Wildebeest, over 20 days were spent on the road, travelling from Mullumbimby to Perth, Melbourne to the Tiwi Islands, capturing footage of everyday Australians wearing Bonds.
The campaign includes a suite of films voiced by Noni Hazelhurst. Each spot starts where the last one left off to present a seemingly never-ending chain of Aussies in Bonds, demonstrating that no matter who you might be, chances are you’re wearing the brand.
For OOH, we captured over 100 photographic portraits of Australians wearing Bonds at every year of life from ages 0 to 100. A large-scale installation at Melbourne’s Parliament Station saw all the portraits presented together, showcasing a rich array of characters from farmers to wrestlers to dancers to accountants, beginning with newborn Adeline in her Bonds Newbies and concluding with 100-year-old Geoffrey in his Chesty. Another reminder that no matter our differences we all have Bonds in common.
“‘As worn by us’ is a proud reflection of the simple and unique truth that Bonds can be found in almost every Aussie’s undie or sock drawer. The campaign is a celebration of these stories, connections and the unique bond we all share – from the littlest newborn bub to the 100-year-old still rocking our humble Chesty singlet,” Kedda Ghazarian, head of marketing at Bonds said.
“When it comes to wearing Bonds, there’s often only one degree of separation between us all. Bringing these connections to life took us all over the country. So many beautiful folks invited us into their lives and in many cases, stripped down to their undies. Seeing the authentic love out there for Bonds was something to behold and spectacular proof that it really is the brand as worn by us,” said Ryan Fitzgerald, executive creative director at Special said.
The campaign went live on 7 April and runs for the remainder of the year. It will feature across TV, cinema, social, point of sale, and national OOH, including the Parliament Station takeover and a Melbourne tram wrap.
CREDITS
CLIENT –
BONDS
General Manager, Marketing: Kelly McBride
Head of Marketing: Kedda Ghazarian
Brand Manager: Edwina Moller
CREATIVE AGENCY –
Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Head of Strategy: Nathan Rogers
Strategist: Laura Wiseman
Creative Director/Creative: Toby Moore
Creative Director/Creative: Kia Heinnen
Creative: Alexandra Antoniou
Team Lead: Georgia Newton
Business Director: Marnie Dunn
Business Manager: Ayesha Kithulegoda
Head of Film & Content Production: Sophie Simmons
Lead Producer: Charlotte Wren
Design Director: Sabine Schwarz
Designer: Sarah Ristevski
PRODUCTION –
FILM PRODUCTION
Production Company: Wildebeest
Director & Photographer: Luis Gerard
Cinematographer: Edward Goldner
Additional Photography: Levin Mundinger
Managing Director: Jarred Osborn
Executive Producer: Josie Baynes
Producer: Rachael Morrow
Digital Assistant: Darcy Scales
Stylist: Bridgette Hungerford
CASTING
Casting Company: Studio P
Casting Director: Peta Dermatis
POST PRODUCTION
Editor: Stewart Arnott
Colourist: Wade Odlum & James Graham, Alter Ego Post
Colour Assistant: Daniel Saavedra, Alter Ego Post
Producer: Spencer Butt, Alter Ego Post
Online Production: Manimal Post
Online Operators: Denzil Heeger & Ryan Brett, Manimal Post
Post Producers: Hannah Byrnand & Rachael Vowles, Manimal Post
Photography Retouching: Visual Thing
SOUND PRODUCTION
Sound House: Rumble Studios
Executive Producer: Michael Gie
Producer: Bec Ivanov
Sound Engineers: Sean Wilkinson
