Bonds Unveils The “Total Package” Via Special

Bonds Unveils The “Total Package” Via Special

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.




Head of Marketing: Kelly McBride

Marketing Manager: Kedda Ghazarian

Brand Manager: Edwina Moller



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



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: 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

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