Bonds has launched its latest Pride range with a 2021 homage to the Donna Summer anthem, ‘I Feel Love’, with a new campaign from Australian musician and member of the LGBTQIA+ community Mo’Ju.
The new rendition of the iconic track aims to celebrate the joy and spirit of Pride festivals and events all across the country, the first time many people in the LGBTQIA+ community feel safe and loved for being themselves.
Mo’Ju’s new rendition of I Feel Love is accompanied by video content featuring influential faces from the Australian LGBTQIA+ community, including AFLW star Moana Hope, model AJ Clementine, footballer Andy Brennan, and Mo’Ju.
To give Australians and members of the queer community the opportunity to personally celebrate the feeling of being safe, loved and accepted, Bonds and Special Group Australia have created an interactive Instagram filter.
It will enable users to dance to I Feel Love on their own virtual dance floor and send a message of love to the community, inviting everyone to record and post their own dance using #BondsIFeelLove.
Bonds is also continuing its relationship with Minus18, an organisation that aims to improve the health and wellbeing of, and provide a safe environment for, same-sex attracted and gender diverse young people in Australia.
“At Bonds, we want all Australians to feel comfy expressing who they are, without fear of judgement or discrimination,” Bonds marketing manager Kedda Ghazarian said.
“We know true self-expression only exists when and where you feel safe, celebrated and loved. We’re thrilled to continue our partnership with Minus18 to deliver safe spaces for LGBTQIA+ youth through peer-to-peer support, workshops and the Queer Formal events.”
Special Group Australia found partner – Melbourne Rebecca Stambanis added: “We were honoured to work in partnership with Bonds and Minus18 on this campaign.
“Minus18 do incredible work in building social inclusion and advocating for an Australia where LGBTQIA+ young people are safe, empowered, and surrounded by people that support them.”
I FEEL LOVE will appear from 21 February across social, online, outdoor and in store. Mo’Ju’s track is available to stream for free on Spotify.
Credits for the campaign are as follows:
Client: Bonds
Head of marketing (acting): Karen Dwyer (she/her)
Marketing manager: Kedda Ghazarian (she/her)
Brand manager: Amanda Varbaro (she/her)
Agency: Special Group Australia
Production: Chee Productions
Executive producer: Matt Chee (he/him)
Director/ photographer: Tracey Lee Hayes (she/her)
DOP: Alex Cardy (she/her)
Post-production editor: Fraser Kelton (he/him)
Sound: Rumble
Music supervision: Level Two Music
Music supervisor: Karl Richter (he/him)/Marcus Brooke-Smith (he/him)
Artist: Mo’ju (she/her)
Instagram filter: T&DA
Featured image source: Vimeo/Hanes Brands Inc
