Bonds launches their new Icons range in its latest campaign via Special, reinventing their iconic styles with fresh cuts and bold patterns to match the vibe of a new generation.
Produced by Special and Division, the Icons campaign leads with an anthemic film that embodies the unapologetic attitude of a generation that aren’t afraid to be themselves, bare their flaws to the world and unleash their ‘Big Icon Energy’.
The campaign enlists the help of Olympic skateboarder Keegan Palmer, singer Mia Rodriguez, dancer Lance Savali, and DJ sister duo Kinder, who channel the ‘Big Icon Energy’ of their new Bonds Icons.
Set in a corner store to a bespoke track, the film follows four next-gen talent as their iconic energy is amplified by the Icons range to ripple out and affect the world around them — setting off car alarms, buzzing street lights and drawing the attention of every camera.
Directed by Sanjay De Silva, the film comes to life in a long form music video for Bonds organic channels as well as 30”, 15” and 6” cutdowns.
Kedda Ghazarian, marketing manager, Bonds, commented: “Our new Icons range is an exciting reimagination of our classic styles, with bold cuts and fierce patterns that take them to the next iconic level! We want our campaign to be a rallying cry for people across Australia to embrace their ‘Big Icon Energy’.”
Sian Binder, creative director, Special, said: “Engaging with this audience is tough so we knew tone and vibe was going to be everything. The campaign is loud, bold and a bit wild, just like the Bonds Icons range.”
The campaign will roll out across TVC, OOH, OLV, Podcast Partnerships, Social and Owned Channels. Supporting organic content will also live across social on TikTok, IG and Snapchat.
Head of Marketing: Kelly McBride Marketing Manager: Kedda Ghazarian Brand Manager: Edwina Moller
Agency: SPECIAL AUSTRALIA
CEO/Partners: Lindsey Evans & Cade Heyde CCO/Partners: Tom Martin & Julian Schreiber CSO/ Partner: Rebecca Stambanis
Senior Strategist: Leoni Simon
Executive Creative Director: Ryan Fitzgerald Creative Directors: Sian Binder & Lea Egan Creatives: Lauren Regolini & Locki Choi Designers: Sabine Schwartz & Bella Plush Team Lead: Georgia Newton
Business Director: Atlanta Woolley
Business Manager: Phoebe Peralta
Lead Producer: Sophie Simmons
Film & Stills Producer: Alex Gillespie
Production Company: DIVISION Director: Sanjay de Silva
MD/EP: Genevieve Triquet Producer: Poppy Jones
Director of Photography: Max Walter Production Designer: Imo Walsh Stylist: Ella Murphy
Photographer: Stephanie Cammarano
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