Bonds embraces diversity in campaign fronted by transgender model Andreja Pejic
Bonds has launched a campaign for its intimates collection, created by The Arc Factory.
The ad “strives to challenge conventions of beauty in all forms”, and is fronted by Bosnian-Australian transgender model Andreja Pejic. The spot is Pejic’s first Australian underwear campaign.
The other models include New Zealand-born Maia Cotton, diversity advocate and model Shanaya Peters and model Madeleine Hunt.
The video was creatively executed and produced by The Arc Factory and De Republica, and will run in-store, at point of sale, social and online.
Bonds marketing manager, Emily Small, said the campaign encapsulates Bonds’ ethos: “Bonds is for every Australian woman. Taking a strong and feminine stance on Intimates, All The Feels celebrates the real, raw, up-front beauty of the modern woman.
“We think it’s important to challenge what we see in the media with a more authentic reflection of beauty and hope to grow people’s visual vocabulary.”
Credit
Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Kelly McBride
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson
Agency: ARC Factory
Art Director: Peter Metzner
Account Manager: Crimson Dunstan
Photographer: Nicole Bentley
Hair: Michelle McQuillan
Make up: Kelly Stratton
Stylist: Sarah Starkey
Video: De Republica
I think it’s awesome that Bonds felt comfortable enough to do this. It’s a powerful statement of what they stand for.
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If you really meant it, you’d just go out and launch it instead of PR-ing what you’ve gone and done with the word “Transgender” in the PR headline.
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Oh for fucks sake….
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Care to elaborate?
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Fabulous work, Bonds and The Arc Factory. The more being “different” is normalised the less teens we will have feeling abnormal. Keep it up.
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