A sushi chef, an expert fisherman, a property advisor, and former AFL coach Kevin Sheedy, are among five industry experts enlisted to explain and espouse the benefits of ‘protecting your assets’, ‘maintaining your tackle’, and ‘winning the ball game’ in a new campaign for Bonds Total Package™.
Created by Special, the campaign launches Bonds’ newest game-changing innovation in men’s undies, Bonds Total Package™. With its unique Total Support Pouch™ technology, Bonds has created an underwear offering that separates and supports, taking comfort to a whole new level, and cementing Bonds’ position as the leader in comfort and innovation.
The campaign is based on the insight that Aussie blokes put their balls through a lot.
“Sitting, digging, lifting, crushing, bending, tapping… we put our balls through a lot everyday. With the majority of guys simply disengaged with their undies, we needed to find a new way to cut-through.” Said Nathan Rogers, Strategy Director at Special.
Using tongue-in-cheek innuendo, woven through monologues about their specific expertise, the 5 industry experts talk about the innovation in their pants in a humorous and relatable way.
“The innovative pocket pouch in Bonds Total Package™ separates and supports, but obviously it’s a bit hard to show that on camera. So we had to find a way to explain how this new innovation worked, without actually showing it.” said Lea Egan, Creative Director at Special.
Bonds Marketing Manager, Kedda Ghazarian, added “Bonds new Total Package™is the next generation in mens undies with design innovation that supports his bits like never before. We hope our cheeky campaign will resonate with men across Australia and help him understand the comfort that awaits”.
Like a bento box for their three piece sushi, the tidy campaign is supported by OLV, social, OOH, and podcast integration.
CREDITS
CLIENT: BONDS
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
Head of Strategy/ Partner: Rebecca Stambanis
Strategy Director: Nathan Rogers
Strategist: Jack Gilbert
Creative Directors: Sian Binder & Lea Egan
Creatives: Simon Dalla Pozza & Lewis Aramayo
Design Director: Keir Vaughan
Designer: Bella Plush
Team Lead: Georgia Newton
Business Director: Michelle Braslin
Business Manager: Phoebe Peralta & Timmi Tsapaliaris
Senior Producer: Sophie Simmons
Stills Producer: Emily Willis
PRODUCTION PARTNERS:
Director: Ariel Martin
Production company: Airbag
Executive Producer: Alex Tizzard
Executive Producer: Martin Box
Producer: Christine Tan / Fiona Pakes
DOP: Tim Tregoning
Offline Editor: Charles Ivory
Grade/Online: Ben Eagleton
Post production – White Chocolate
Stills: Daphne Nguyen – B&A
Retouching: Visual Thing – Ashley Peat
Sound House: Rumble
Sound Engineer: Cam Milne
Sound EP: Michale Gie
MEDIA AGENCY:
Media agency: OMD
Business Director: Laura Nathan
Strategist: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account Executive: Amy Hallinan
Trading Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Activation Account Manager: Lisa Lee
