If you’re an Aussie you’re almost certain have at least one piece of Bonds underwear in your drawer. That’s not an advertising line, it’s part of Australian life. Special Group has, however, turned this part of Australian life into a brand platform, As worn by us.

For so many Aussies, Bonds is the underwear worn throughout life. The platform reminds Australia that no matter our differences we all have Bonds in common

To create the new campaign Special Group and production company, Wildebeest, travelled from Mullumbimby to Perth and Melbourne to the Tiwi Islands across twenty days, capturing footage of everyday Australians wearing Bonds.

The collection of films was then voiced by Noni Hazelhurst. Each spot starts where the last one left off to present a seemingly never-ending chain of Aussies in Bonds, demonstrating that no matter who you might be, chances are you’re wearing the brand.

For OOH, Special Group captured over 100 photographic portraits of Australians wearing Bonds at every year of life from ages 0 to 100. A large-scale installation at Melbourne’s Parliament Station presented all the portraits together, making a rich array of characters from farmers to wrestlers to dancers to accountants, beginning with newborn, Adeline, in her Bonds Newbies and concluding with 100-year-old Geoffrey, in his Chesty.

“As worn by us is a proud reflection of the simple and unique truth that Bonds can be found in almost every Aussie’s undie or sock drawer. The campaign is a celebration of these stories, connections and the unique bond we all share – from the littlest newborn bub to the 100-year-old still rocking our humble Chesty singlet,” stated Kedda Ghazarian, head of marketing at Bonds.

“When it comes to wearing Bonds, there’s often only one-degree-of-separation between us all. Bringing these connections to life took us all over the country. So many beautiful folks invited us into their lives and in many cases, stripped down to their undies. Seeing the authentic love out there for Bonds was something to behold and spectacular proof that it really is the brand as worn by us,” added Ryan Fitzgerald, executive creative director at Special.

The campaign went live on April 7 and runs for the remainder of the year across TV, cinema, social, point of sale, national OOH including the Parliament Station takeover and a Melbourne tram wrap.

Credits:

Client: Bonds
General Manager, Marketing: Kelly McBride
Head of Marketing: Kedda Ghazarian
Brand Manager: Edwina Moller

Creative Agency: Special Australia
Partner & CEO: Lindsey Evans 
Partners & CCOs: Julian Schreiber & Tom Martin
Partner & CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Head of Strategy: Nathan Rogers
Strategist: Laura Wiseman
Creative Directors & Creative: Toby Moore & Kia Heinnen 
Creative: Alexandra Antoniou 
Team Lead: Georgia Newton
Business Director: Marnie Dunn
Business Manager: Ayesha Kithulegoda
Head of Film & Content Production: Sophie Simmons
Lead Producer: Charlotte Wren
Design Director: Sabine Schwarz
Designer: Sarah Ristevski

Media Agency: OMD Australia

Production Company: Wildebeest
Director & Photographer: Luis Gerard
Cinematographer: Edward Goldner
Additional Photography: Levin Mundinger
Managing Director: Jarred Osborn
Executive Producer: Josie Baynes
Producer: Rachael Morrow
Digital Assistant: Darcy Scales
Stylist: Bridgette Hungerford

Casting Company: Studio P
Casting Director: Peta Dermatis

Editor: Stewart Arnott

Post-Production: Alter Ego Post
Colourist: Wade Odlum & James Graham
Colour Assistant: Daniel Saavedrat
Producer: Spencer Butt

Online Production: Manimal Post
Online Operators: Denzil Heeger & Ryan Brett
Post Producers: Hannah Byrnand & Rachael Vowles

Photography Retouching: Visual Thing  
Sound House: Rumble Studios
Executive Producer: Michael Gie
Producer: Bec Ivanov  
Sound Engineer: Sean Wilkinson