Bonds Creates Sassy Chick Flick ‘The Queendom’ Via Leo Burnett Melbourne

Bonds Creates Sassy Chick Flick ‘The Queendom’ Via Leo Burnett Melbourne

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.


Client: Bonds

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


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