Bonds hands over the reins to influencers in new campaign

July 7, 2025 11:40

Bonds has given four content creators autonomy to bring products to life in their own ways, as an extension of its ‘As Worn By Us’ brand platform, developed by Special.

The ‘As Worn By Us’ brand platform launched last year. Footage was captured of real, everyday Aussies from a newborn to a 100-year-old, celebrating the fact that Bonds can be found in almost every Aussie’s undie or sock drawer.

“The platform was really well received,” Ryan Fitzgerald, executive creative director at Special, told Mumbrella.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Bonds Campaign Content creators influencers James Majoos Jenaya Okpalanza Kedda Gharzarian Liam Swiderski Ryan Fitzgerald Sarah Bolt special Special Group