Pride comes to Sydney next week. The Sydney Gay and Lesbian Mardi Gras Festival 2020 starts on Friday 14 and runs until March 1.
Bonds has launched a Pride range this year and it’s is out now. The range is more than underwear; it’s a movement. Leo Burnett has called the range Out Now and behind it placed the coming out stories of queer Australians; turning the familiar fashion launch phrase into an expression of pride.
Bonds and its agency are filling social, online, outdoor and in-store sites with proud Aussies wearing Out Now undies, and a statement of how long they’ve been out – from six months to 55 years – as a badge of honour, to support everyone in the LGBTQIA+ community.
As part of the project, Bonds is a supporting partner of Minus18, which champions LGBTQIA+ youth Australia wide. The partnership helps to fund important peer-to-peer support, education and training, and safe spaces for queer youth.
Leo Burnett senior creative, Ellie Dunn (out 12 years), stated, “I’m lucky to live in a country where I can live my life openly and honestly. For me, Out Now is about celebrating the joy of being out, the journey that comes with it, and sharing pride in the fashion space. Getting to make this campaign with a predominantly queer crew just made it all the more special.”
During Mardi Gras, Bonds will also be holding the Out Now exhibition, an event for those who are out, not out, or the proudest allies out there, created in partnership with Minus18. The exhibition will feature portraits of members of the queer community, including Rhys Nicholson, Mojo Juju, Montaigne and Frances Cannon. The exhibition will double as a space where people can seek support from Minus18 staff, and have their photo taken to join the Growing Wall of Pride. The Out Now Exhibition will be held at 74-76 Oxford Street, Darlinghurst, Friday February 28 – Sunday March 1, and will be open from 11am-7pm daily.
Kelly McBride, Bonds head of marketing, commented, “We’re proud to be a brand that has a history of representing ALL Australians, and are thrilled to be working closely with Minus18 to celebrate the queer community in a way that everyone can get involved.”
Agency: Leo Burnett
Chief Creative Officer: Jason Williams
Creative Director: Daniel Pizzato (out 12 years)
Senior Copywriter: Ellie Dunn (out 12 years)
Senior Art Director: Stacey Karayannis
Account Director: Kim Thompson
Integrated Producer: Kaelene Morton
Senior Designer: Paula Cardona
Photographer: Tracey Lee Hayes (out 22 years)
Producer: Rosey Karaula
Make-up Artist: Kristyan Low (out 20 years)
Hair Artist: Claire Leighton (out 18 years)
Stylist: Carlos Mangubat (out 14 years)
Videographer: Ben Cotgrove (out 9 years)
Exhibition Make-up Artists: Bradwyn Jones (out 15 years) & Rob Povey (out 17 years)
Exhibition Hair Artists: Koh (out 10 years), Budi Juspandi (out 39 years)
Exhibition Stylist: Stuart Walford (out 13 years)
Casting & Talent Research: Rosey Karaula &Tracey Lee Hayes
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian