Emotive and Bonds have launched the ‘Share the love’ campaign promoting the all-new 2019 Bonds Baby Search.
The campaign repositions the iconic15-year-old contest into an inclusive celebration of babies across Australia.
Underpinning this change was the insight that the best thing about love is sharing it.
And sharing the love is exactly what the campaign has done to date, with record entry numbers achieved so far.
Emotive creative director Zane Pearson said: “To celebrate the unconditional love shared between parent and baby, and drive entries to this iconic Bonds competition, we knew a traditional campaign just wouldn’t cut it.
“To do this bond justice, we recreated the Florence and the Machine song, ‘You’ve Got the Love’ with the beloved Australian artist Connie Mitchell of Sneaky Sound System.
“We then developed a music video and a suite of shorter video assets that brought the song to life against a backdrop of authentic parenting moments of joy, frustration and everything in-between”.
Bonds head of marketing Emily Small said: “This new approach evolves our 15-year-old Baby Search program, developing the contest to eliminate voting, offer daily winners and even include fur babies was a way to celebrate the families of Australia and the love they share.
“It required a new approach combined with detailed creative execution and we are really pleased in what Emotive has delivered”.
Credits
Bonds
Emily Small: Head of Marketing
Samara Anderson: Senior Brand Manager
Emotive
CEO: Simon Joyce
Strategy Lead: Tyler Wilson
Business Director: Sarah Clifton
Creative Director: Andrew Cameron
Director: Zane Pearson
Executive Producer: Hayley-Ritz Pelling
Senior Producer: Natalie Dagher
Production Manager: Aimee Stewart
DOP: Simon Ozolins
Editor: Ben Kucharski
Audio & Sound Design: Ed Coleman, Chocolate Studios
Vocals: Connie Mitchell, Sneaky Sound System
