Bonds is showing its Pride this year with a 2021 homage to Donna Summers’ popular disco anthem, I Feel Love, by Special Group Australia, from ARIA award-nominated Australian musician and member of the LGBTQIA+ community, Mo’Ju.
For many people in the LGBTQIA+ community, Pride festivals are the first time they feel safe and loved for being themselves. The new rendition of the track celebrates the joy and spirit that they will be experiencing.
Mo’Ju’s rendition of I Feel Love is accompanied by video content featuring influential faces from the Australian LGBTQIA+ community – including AFLW star, Moana Hope; model A.J. Clementine; soccer player, Andy Brennan; and Mo’Ju.
Bonds and Special Group Australia have created an interactive Instagram filter which will enable users to dance to I Feel Love on their own virtual dance floor and send a message of love to the community, inviting everyone to record and post their own dance using #BondsIFeelLove.
Bonds is also a proud supporting partner of Minus18, champions for LGBTQIA+ youth Australia wide. The partnership helps to fund important peer-to-peer support, education & training, and safe spaces for queer youth.
Kedda Ghazarian, bonds marketing manager, commented, “At Bonds, we want all Australians to feel comfy expressing who they are, without fear of judgement or discrimination. We know true self-expression only exists when and where you feel safe, celebrated and loved. We’re thrilled to continue our partnership with Minus18 to deliver safe spaces for LGBTQIA+ youth through peer-to-peer support, workshops and the Queer Formal events.”
Rebecca Stambanis, founding partner – Melbourne, Special Group Australia, added, “We were honoured to work in partnership with Bonds and Minus18 on this campaign. Minus18 does incredible work in building social inclusion and advocating for an Australia where LGBTQIA+ young people are safe, empowered, and surrounded by people that support them.”
I Feel Love is running across social, online, outdoor and in-store. Mo’Ju’s track is available to stream for free on Spotify.
Head of Marketing (Acting): Karen Dwyer (she/her)
Marketing Manager: Kedda Ghazarian (she/her)
Brand Manager: Amanda Varbaro (she/her)
Agency: Special Group Australia
Production: Chee Productions
Executive Producer: Matt Chee (he/him)
Director & Photographer: Tracey Lee Hayes (she/her)
DOP: Alex Cardy (she/her)
Editor: Fraser Kelton (he/him)
Music Supervision: Level Two Music
Music Supervisor: Karl Richter (he/him) & Marcus Brooke-Smith (he/him)
Artist: Mo’ju (she/her)
Instagram Filter: T&DA