Thank you, Bonds and Clemenger BBDO Melbourne for standing your ground against the nanny-brigade last year. Boobs is the campaign women needed to have, and thirty-five complaints does not the voice of Aussie women make.

Thank you, ASB, for recognising that the Boobs adverts are “not sexualised to a degree that is inappropriate for the broad audience that will see the advertisement”.

Most of us agree with you that, “the use of the term boobs is common slang, is used in a manner that is consistent with modern Australian vernacular, and is a word that many women use in relation to their own breasts.”

Three Gold Effies validates your belief in the idea that Aussies want to be able to talk freely about their bodies.

Let’s also note that turning Bonds into Boobs is a genius mnemonic.

Last week, the Boobs campaign extended. Boobicon coincides with the brand’s new range of bras for a larger range of sizes.

The campaign, with its tag line, ‘for an A to a G and everything in between,’ is out – across APN Outdoor’s Elite Screens and large format billboards, and is being supported by digital advertising, PR, point-of-sale and social media.

The boobicons invite women to feel good about their breast size. Bonds has created its own boob-themed emoticons to identify different breast sizes so that women can create and share the boobicon that represents them.

Women can use the hashtag #bondsboobicons to share their boobicon. The campaign also uses ambassadors: The fun boobs ambassador is Julia Morris, sporty boobs ambassador is Kelly Cartwright and dazzling boobs ambassador is Marie Claire.

Bonds general marketing manager Tanya Deans acknowledged, “We want Aussie women of all shapes and sizes to give Bonds bras a go. We’ve always been there for smaller busts but our range of full busted bras now features the fabrics, colours and prints that will ensure a larger variety Aussie boob types can feel supported and stylish in a Bonds bra.”

In APN Outdoor’s recent Attention Economy study, the Bonds Boobs campaign that ran last year was demonstrated to be one of APN’s most memorable outdoor campaigns.

“The Bonds Boobs campaign epitomises how simplicity and clear, clever creative can produce the most impactful message and resonate in a seemingly effortless way. This was a commonality throughout the most highly recalled campaigns in the Attention Economy results, and demonstrates how Bonds have ticked all the boxes for a successful Outdoor campaign,” APN Outdoor’s general manager of sales, Mark Fairhurst, commented.