The bonds that unite us – suddenly you wonder why no one has thought of it before for Bonds. Well, Leo Burnett Melbourne has, just in time for Christmas – the time when the bonds between family members, friends and even acquaintances are extra-special.
It’s the Bonds that make the season is a lovely campaign at the right time. It champions the love between people. It reminds Australians of what’s really important. And it’s a stand-out in the Christmas crowd. The campaign is made up of little 15-second snapshots of bonds – family, stage, bravery, 70 years and sense, but also longer form content in which those bonds are explored in detail.
To make the campaign, Leo Burnett unearthed real Australians, who range in age from 9 months old to 91 years old, including a young woman who defied medical recommendations to donate a life-saving kidney to her younger sister, a couple who’ve been married for 70 years, and IVF triplets born to three different mothers.
The campaign films were directed by Pete Baker from the Glue Society. The stills were shot by photographer, Jesse Lizotte.
Head of marketing for Bonds, Kelly McBride commented, “As a brand that has been present in the lives of so many Australians for over 100 years, it felt natural that our finale to the year would be a celebration of the deep and meaningful bonds that make the festive season so special. The people you’re so comfortable with, you could give them a pair of undies at Christmas.”
The campaign is running across TV, social, online, radio and OOH in both Australia and New Zealand.
View Bonded by the stage content:
Bonded by the stage 15-seconds:
Bonded by family content:
Bonded by family 15: seconds:
Bonded by bravery content:
Bonded by bravery 15-seconds:
Bonded by 70 years content:
Bonded by 70 years 15-seconds:
Bonded by sense content:
Bonded by sense 15-second:
Creative Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Daniel Pizzato
Art Director: Lucy Logan
Copywriter: Rosie Stone
General Manager: Naomi Gorringe
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Director of Integrated Strategy: Ilona Janashvili
Integrated Strategist: Lauren Isaak
Agency Producers: Eliza Malone & Kaelene Morton
Media Agency: OMD Melbourne
Film Production: Revolver
Director: Pete Baker
Stills Production: B&A
Stills Photographer: Jesse Lizotte
Head of Marketing: Kelly McBride & Emily Small
Marketing Manager: Michelle Taylor & Kedda Ghazarian