Babies don’t know the rules. They poo when they want to. Cry when they want to. And when they find their knees break whatever they want to. Finding their feet comes later and that opens a whole new realm of breaking.
With babies, anything can happen. And probably will. So Special and Bonds have launched Bonds Baby Cover, a comprehensive poo(and other awfuls)-licy for new parents, with Aussie comedian, Anne Edmonds, first-time mother and now Bonds Baby Cover claims assessor.
The tongue-in-cheek policy compensates parents for first-time parent experiences with free Bonds babywear.
The campaign films were director by Playtime’s queen of comedy directing (also a mum), Stef Smith.
During its 12-month Baby Cover Policy, parents can make a claim for a free Bonds product, on any of the following:
-Natural disasters: Includes Poo-splosions and strong wind.
-Vandalism: Claim for wilful damage caused by crayon/makeup/finger-painting
-Accidental damage: Accidental-probably-on-purpose damage caused by your baby. i.e, broken family heirlooms, keepsakes, memorabilia.
-Third party: Claim when it goes everywhere and on everyone
Edmonds commented, “As a new mum myself, this brilliant idea hit home for me in more ways than one, oh boy.”
As part of the Baby Cover Policy, parents also get great member benefits, such as discounts, free shipping, VIP (Very Important Parent) access to new product collabs, and birthday gift.
Lea Egan, creative director, Special Group, stated, “As parents ourselves, it was so great to get to work with such smart, funny mums on this project, from director Steph Smith, to our amazing talent Anne who (like the total legend that she is) came to set with her four month old.”
Megan Voss, marketing manager, Bonds, added, “Bonds is excited to be able to support first time parents as they navigate their way through the unexpected journey and joys of being parents.”
Client: Bonds Australia
Head of Marketing: Kelly McBride
Marketing Manager: Megan Voss
Brand Manager: Andrea Biagini
Creative Agency: Special Australia
CEO & Partners: Lindsey Evans & Cade Heyde
CCO & Partners: Julian Schreiber & Tom Martin
Creative Directors: Sian Binder & Lea Egan
Creatives: Chris Andrews & Chris Ellis
Strategy Partner: Rebecca Stambanis
Senior Strategist: Lucy Cochran & Leoni Simon
Design Director: Keir Vaughan
Designer: Bella Plush
Digital Director: James Simmons
Digital Producer: Shivangi Prabhavalkar & Stacey Szabo
General Manager: Paige Prettyman
Team Lead: Georgia Newton
Business Manager: Phoebe Peralta & Timmi Tsapaliaris
Executive Producer: Sophie Simmons
Production Coordinator: Fiona Dunn
Finished Artist: John Riviera
Production Company: Playtime
Director: Stef Smith
Executive Producer: Florence Tourbier
Producer: Bonnie Fay
Director of Photography: Earl Dresner
Post Production House: The Editors
Post Producer: Adrian Konarski
Offline Editor: Grace O’Connell
Colourist: Greg Elvis
Online Editor: Matt Edwards
Sound: Gusto Studios
Sound Producer: Brigid Giles-Webb
Sound Engineer: Colin Simkins
Production Company: The Kitchen
Photographer: Alexandrena Parker
Producer: Zabrina Wong
Retouching: Visual Thing
Media Agency: OMD