Bonds has well and truly entered the fashion realm with its new campaign by Leo Burnett Melbourne, which marks the launch of the new Bonds Originals underwear range.
Jason Williams, chief creative officer at Leo Burnett, stated, “We wanted to take Bonds somewhere completely different to where they’ve been playing, while anchoring them in their roots as an iconic Australian brand. Fashion with a bit of Aussie tongue in cheek. Fashion that doesn’t take itself too seriously.”
The campaign pays homage to those all-too-familiar summer days when it’s so hot you just HAVE TO lounge around in your undies.
So Leo B took Australian fashion director, Gracie Otto; photographer, Nicole Bentley; and a propeller plane full of crew to the hottest place in Australia – Coober Pedy, in the middle of the outback. A remote location where the mercury gets so high, most of the residents have to live underground. It’s also a place with its own “original” locals, and some of these feature in the film.
Marketing manager for Bonds, Michelle Taylor, noted, “The products are modern, Aussie designed essentials, and with the name Originals, this launch felt like the perfect time to bring back our original tagline, Gotta be Bonds, and breathe some new life into it.”
The ads will appear across TV, outdoor, social and online from this week.
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Head of Copy: Sarah McGregor
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Agency Producer: Eliza Malone
Print Producer: Kirstie Gadsden
Group Business Director: Amanda Nicoll
Account Director: Chloe Erftemeyer
Film Production: Playtime
Director: Gracie Otto
DOP: Stefan Duscio
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Stylist: Karla Clarke
Hair & Makeup: Koh & Victoria Baron
Post Production: Arc & Alt VFX
Editor: Simon Njoo
Colourist: Edel Rafferty
Sound: Sam Hopgood @ Bang Bang Studios
Music: Karl @ Level Two
Track: Rock n’ Roll Graveyard by Jazz Party
Photography Production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson