BONDS Unveils Retro Rib Range With ‘Get Real’ Campaign

BONDS Unveils Retro Rib Range With ‘Get Real’ Campaign

Pushing for gender equality and redefining traditional standards of womanhood, 27-year-old Liz Cambage is literally larger than life.

Standing at over 2m tall, the Commonwealth Games gold medallist and Olympian is currently holding the WNBA single-game scoring record.

Bonds head of marketing Emily Small said: “BONDS Retro Rib campaign is designed to help women feel at home in their bodies – no matter their cup size, background or personal style. Our campaign trailblazers reflect the body positivity and inclusivity that BONDS champion.”

The ‘Get Real’ video, stars dynamic campaign line-up personalities including Liz Cambage, ecowarrior and women’s rights advocate Emma Breschi, freckled beauty Tehya Elam and rising star India Graham.

These diverse BONDS girls encourage all Aussie women to embrace who they are – to get comfortable with what brings us together and the beautiful quirks that set us apart.

The BONDS Retro Rib campaign is live in-store, POS, online, outdoor and digital.


Client: Bonds

Head of Marketing: Emily Small

Marketing Manager: Michelle Taylor

Senior Brand Manager: Kedda Ghazarian

Agency: ARC Factory

Account Manager: Crimson Dunstan

Photographer: Nick Leary

Hair: Neeko

Make up: Ozzy

Stylist: Gadir Rajab

Video: Good Cop Bad Cop

Media: OMD Australia

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Bonds retro rib

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