The average Aussie household owns up to 12 Bonds items. No matter whether it’s an Aussie bub, mum or what’s-his-face down the road, chances are they’re wearing Bonds. So Special and Bonds have handed the reins of their new campaign to four creators to show their lives in Bonds.
The new campaign continues Bonds’ As Worn By Us platform that launched last year to highlight its national ubiquity. The campaign featured everyday Aussies wearing Bonds at every year of life from 0 to 100, showing the unique ways Aussies experience Bonds throughout their lives.
As Worn By Us 2025 includes Bonds’ most famous products such as The Chesty, The Trunk, The Trackie and The Crop, styled and captured by creators as their personal expression of Bonds, using a tool they’re very familiar with: the point-and-shoot film camera.
The campaign is a collection of video and static assets, all directed and captured autonomously by content creators, using 35mm reusable film cameras and finished off with their personal signature and “As shot by” sign off.
Staying true to the essence of the brand platform, each influencer provided an unfiltered, authentic expression of how Bonds shows up in their world.
“This exciting new chapter in our brand campaign is all about seeing Bonds through the lens of the next generation – unfiltered, unedited, and completely authentic. From city streets to country backyards, our iconic products are a canvas for self-expression. As Shot By Us celebrates how every Aussie makes Bonds their own,” stated Kedda Ghazarian, Bonds head of marketing.
Ryan Fitzgerald, executive creative director at Special, added, “We saw how much Australians love Bonds in the first iteration of As Worn By Us. It was equally exciting to see that the love runs deep with Gen Z — they understood the assignment and nailed it with their own aesthetic.”
The campaign covers social, point of sale, and OOH, including interactive murals and an immersive wall at Melbourne International airport.
Credits
Client: Bonds
Head of Marketing: Kedda Ghazarian
Marketing Manager, Brand: Liz Coburn & Caitlin Porter
Senior Brand Manager: Edwina Moller
Creative Agency: Special
CEO & Partner: Lindsey Evans
CCOs & Partners: Julian Schreiber & Tom Martin
CSO & Partner Melbourne: Bec Stambanis
ECD Melbourne: Ryan Fitzgerald
Creative: Laura Grimshaw & Hannah McCowatt
Design Director: Sabine Schwarz Designer: Cam Morris
Managing Director Melbourne: Sasha Firth
Business Directors: Marnie Dunn & Ayesha Kithulegoda
Business Manager: Mads Williams
Head of Strategy Melbourne: Nathan Rogers
Head of Film & Content Production: Sophie Simmons
Lead Producer: Glen Mcleod
Senior Stills Producers: Danielle Senecky & Di Williams
Production Assistant: Aleisha Winslow & Ada Tuna
Finished Art: Jen Bailey
Casting Company: Byrne Creative
Casting Director: Sarah McGrath
Editor: Max Robins
Photography Retouching: Visual Thing
Sound House: Rumble Studios
Executive Producer: Michael Gie
Producer: Bec Ivanov
Sound Engineer: Liam Annert
Media Agency: OMD
