Christmas happens in the middle of summer in Australia. But we have salt flats, so Bonds can still put a white Christmas on offer. And white is the perfect background for its neon-coloured summer range and all new boardies. Bonds Christmas film, White Christmas Down Under, is Leo Burnett’s third in a trilogy directed by Gracie Otto. It follows a group of Bonds-clad mates enjoying a White Christmas, Aussie style, in their makeshift salt flat hangout.
Leo B has called on influencer power to amp up the campaign’s might. Featured are indigenous model, Lilla Lowanna; Triple J presenter, Tanya Bunter; Aussie model, Kawani Prenter; and Melbourne couple, Damian Meredith and Brendan Leith.
Bonds marketing manager, Emily Small, commented, “Our Christmas collection aims to delight and inspire our customers to get into the spirit with unreal colour and sparkle. The campaign celebrates togetherness for Australians. Family can come in many different forms, and the joy of the season is celebrating it your way.”
The film forms part of Bonds’ wider Christmas campaign across social, online and OOH, that has now launched in Australia and New Zealand. This includes fashion content from Oyster Magazine, an official makeup partnership with Frank Body, and influencer activity celebrating the launch of the kids and baby Christmas range.
Here are the two earlier Bonds films:
Creative Agency: Leo Burnett Melbourne
Film Production: Playtime
Director: Gracie Otto
DOP: Stefan Duscio
Executive Producer: Oliver Lawrence
Producer: Tom Slater
Stylist: Emma Kalfus
Hair & Makeup: Daren Borthwick & Gillian Campbell
Stills Production: Sam I Am
Stills Photographer: David Cohen De Lara
Media Agency: OMD Melbourne
Head of Marketing: Emily Small
Marketing Manager: Kelly McBride
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson