Bonds explores how people bond with their loved ones in ads to launch Christmas range

Bonds is exploring the unique foundations of relationships that bond people with those closest to them.

The campaign, created to launch Bonds’ Christmas collection, taps into the sentiment that friends and family are what is really important during the holiday season.

The relationships explored in the ads include two performers who have bonded through the stage, a mother passing her heritage down to her child, a woman who donated her kidney to her sister, a couple who have been married for 70 years, and a girl and her guide dog.

Head of marketing for Bonds, Kelly McBride, explained: “As a brand that has been present in the lives of so many Australians for over 100 years, it felt natural that our finale to the year would be a celebration of the deep and meaningful bonds that make the festive season so special. The people you’re so comfortable with, you could give them a pair of undies at Christmas.”

The ads are executed as both 15-second spots and short-form content videos. The films were directed by Pete Baker from Glue Society and Jesse Lizotte did the photography for the static execution.

The campaign was created by Leo Burnett Melbourne, and will be executed across TV, social, online, radio and OOH in both Australia and New Zealand.


Client: Bonds
Head of Marketing: Kelly McBride & Emily Small
Marketing Manager: Michelle Taylor & Kedda Ghazarian

Creative Agency: Leo Burnett Melbourne
CCO: Jason Williams
General Manager: Naomi Gorringe
Creative Director: Daniel Pizzato
Art Director: Lucy Logan
Copywriter: Rosie Stone
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Director of Integrated Strategy: Ilona Janashvili
Integrated Strategist: Lauren Isaak
Agency Producers: Eliza Malone & Kaelene Morton

Media Agency: OMD Melbourne

Production Company: Revolver/Will O’Rourke
Director: Pete Baker

Stills Production: B&A
Stills Photographer: Jesse Lizotte


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