BONDS has launched a new comfy living sleep campaign via The ARC Factory.

Blurring the lines between sleepwear and daywear, the range is carefully constructed for relaxation and switching off.

Using everything BONDS is known for in developing the softest, comfiest underwear, the difference between Comfy Livin’ and other lounge collections out there, is in the details.

BONDS head of marketing, Emily Small, says the new range breaks the rules when it comes to traditional sleep: “Comfy Livin’ introduces sleepwear that doesn’t need covering up, helping you feel good about spending the day in your PJs and embracing the indoors.”

Complementing the campaign, Dustin Martin and Maia Cotton star in fun video spot creatively executed and produced by The Arc Factory and De Republica.

The 30-second clip titled “Good Night?” captures Martin and Cotton being woken up by a hoard of inquisitive paparazzi.

Showcasing Martin’s cheeky side, the clip explores the Richmond midfielder’s mischievous side, playing a cute trick on Cotton.

Credits: 

Client: Bonds

Head of Marketing: Emily Small

Marketing Manager: Kelly McBride

Senior Brand Manager: Kedda Ghazarian

Brand Manager: Taylah Johnson

Agency: ARC Factory

Art Director: Peter Metzner

Account Manager: Crimson Dunstan

Photographer: Nick Leary

Hair: Michelle McQuillan

Make up: Kelly Stratton

Stylist: Kelly Hume

Video: De Republica