Bonds and Special debut Bonds Baby Cover with comic Anne Edmonds

Bonds has launched a new platform for the Bond’s baby range, with a comprehensive policy for new parents.

Developed in partnership with Bond’s creative agency of record, Special Australia, Bonds Baby Cover is a tongue-in-cheek policy designed to compensate first-time parents with free Bonds babywear from Thursday the 19th of May.


Other Assets:

Vandalism 15″:
Disaster 15″:
Third Party 15″:

During a 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

The campaign is spear-headed by comedian and first-time mother Anne Edmonds. Of the new policy, Edmonds commented: “As a new mum myself, this brilliant idea hit home for me in more ways than one, oh boy.”

Video content created for the campaign depicts Edmonds as Bonds Baby Cover Claims Assessor, overseeing a number of claims made by new parents. Set to elevator style jazz music, the spots see and exhausted and disheveled Edmonds in a number of scenes with new parents, showing that with babies ‘anything can happen’.

The campaign will be rolled out across online video, display and social, as well as in-store. The policy cover will also include member benefits such as discounts, free shipping and VIP access to new product collaborations, as well as a birthday gift.

Special group creative director, Lea Egan said: “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!”

Bonds marketing manager, Megan Voss: “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 Elis
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
Business Director: Laura Nathan
Strategist: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account Executive: Amy Hallinan
Trading Director: Sam Hey
Trading Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Media Assistant: Kailam Dirckze
Activation Account Manager: Lisa Le
Activation Executive: Sherwin Lee



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