Home » ‘The Future Is In Your Undies’ Campaign Is Bonds’ Next Step Toward A Sustainable Future

3 February, 2021

‘The Future Is In Your Undies’ Campaign Is Bonds’ Next Step Toward A Sustainable Future

Iconic Australian underwear and clothing brand Bonds has launched its new brand platform ‘For the Greater Comfy’ with the release of its latest campaign, designed to inspire people to join their journey to make the world a comfier place for all.

In its first campaign created by Special Group Australia, Bonds’ playful and bold brand platform depicts their undies, socks and clothing as a symbol of change, while simultaneously showcasing Bonds’ more sustainable product ranges made with GOTS-certified organic cotton, recycled polyester or Aussie-grown cotton.

‘The Future is in your Undies’ campaign is running across TV, out-of-home, cinema, online, in-store and across social media.

Karen Dwyer, Head of Marketing at Bonds said:

“At Bonds, we’re on a mission to make the world a more comfortable place for everyone. Feeling good begins with doing good and a more comfortable, liveable planet won’t make itself. That’s why our range of undies, socks and apparel are not only comfy for your body, but help to make the planet comfier too.”

Julian Schreiber, CCO & Partner, Special Group Australia, said:

“It’s rare you get to tell the world that the future is in their undies. It’s a bold, simple and very Bonds way to announce their more sustainable ranges. We’re very proud that they let us help them do it.”

Bec Stambanis, Founding Partner – Melbourne, Special Group Australia, added:

“‘The Future is in your Undies’ is all about making the future a comfier place for all of us, one pair of undies at a time. Often positive acts of change can feel big and daunting, so instead we do nothing. So, by wearing Bonds Aussie cotton, recycled polyester and organic cotton products as symbols, we want to show that you can create change by simply changing your socks or undies.”

CREDITS:

Creative Agency: Special Group Australia
CEO: Lindsey Evans

Strategy Partner: Rebecca Stambanis

CCO & Partner: Julian Schreiber

CCO & Partner: Tom Martin

Senior Creatives: Sian Binder, Lea Egan & Hans Christian Berents.

Designer: Dan Jones

General Manager: Paige Prettyman

Business Director: Emma Salmon

Business Manager: Timmi Tsapaliaris

Head of Production: Nick Lilley

Senior Producer: Sevda Cemo

Stills Producer: Laura Midalia

Client: Bonds Australia
Head of Marketing (Acting): Karen Dwyer
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Assistant Brand Manager: Caitlin Robertson

Production Company: Finch
Director: Sam Hibbard
Producer: Nick Simkins
Director of Photography: Shelley Farthing-Dawe
Offline Edit: The Editors
Offline Editor: Mark Burnett
Online Editor: Drew Downes

Post Production: Atticus

Music Supervisor: Level Two Music

Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Cam Milne and Liam Annert.

Social Videographer: Joshua Heath
Editor: Fraser Kelton

Post Production: Special Group

Stills
Production Company: Assembly Agency
Photographer: Duncan Killick
Producer: Kate Austin
Retouching: Visual Thing

Media agency: OMD

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