Bonds and Special Group ‘feel the love’ for new Pride campaign

Bonds has launched its latest Pride range with a 2021 homage to Donna Summers’ popular disco anthem ‘I Feel Love’ from Australian musician and member of the LGBTQIA+ community, Mo’Ju.

The new rendition of the track aims to celebrate the “joy and spirit” of Pride festivals and events all across the country including the Sydney Mardi Gras, and has been undertaken with Special Group.

Mo’Ju’s new 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 of course 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.

The campaign will appear from across social, online, outdoor and in store. Mo’Ju’s track is available to stream for free on Spotify.

Bonds marketing manager, Kedda Ghazarian, said: “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.”

Special Group Australia, founding partner – Melbourne, Rebecca Stambanis, added: “We were honoured to work in partnership with Bonds and Minus18 on this campaign. Minus18 do 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.”

Bonds has consolidated its creative account and appointed Special Group as its agency of record, in August 2020.

Client: Bonds
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)
Post Production:
Editor: Fraser Kelton (he/him)
Sound: Rumble
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


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