Mo’ju Recreates Donna Summer Classic, I Feel Love, For Bonds Pride Campaign

Mo’ju Recreates Donna Summer Classic, I Feel Love, For Bonds Pride Campaign
B&T Magazine
Edited by B&T Magazine

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

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]