Bonds’ latest campaign set in the outback, where it’s too hot for clothes

Bonds has released its latest tongue in cheek campaign with Leo Burnett Melbourne to mark the launch of the new Bonds Originals underwear range.

Set to Rock N’ Roll Graveyard by Melbourne band Jazz Party, the ad sees models walking around the fictional town of Cool Springs; driving, playing golf and lugging bags of ice about in their Bonds.

Directed by Gracie Otto, the film was shot in the real life town of Coober Pedy. Several locals make an appearance throughout the spot in their Bonds.

Bonds marketing manager Michelle Taylor, explained: “The products are modern, Aussie designed essentials, and with the name Originals, this launch felt like the perfect time to bring back our original tagline, Gotta be Bonds, and breathe some new life into it.”

Jason Williams, who was appointed to the CCO at Leo Burnett in March last year, explained that the campaign aimed to give fashion “a bit of Aussie tongue in cheek”.

“We wanted to take Bonds somewhere completely different to where they’ve been playing, while anchoring them in their roots as an iconic Australian brand… Fashion that doesn’t take itself too seriously.”

Bonds has worked with the agency since 2014.


Client: Bonds

Head of Marketing: Emily Small

Marketing Manager: Michelle Taylor

Brand Manager: Kedda Ghazarian

Assistant Brand Manager: Taylah Johnson

Agency: Leo Burnett Melbourne

CCO: Jason Williams

Head of Copy: Sarah McGregor

Art Director: Lucy Logan

Copywriter: Holly Burgess

Senior Agency Producer: Eliza Malone

Print Producer: Kirstie Gadsden

Group Business Director: Amanda Nicoll

Account Director: Chloe Erftemeyer

Film Production: Playtime

Director: Gracie Otto

DOP: Stefan Duscio

Executive Producer: Oliver Lawrance

Producer: Tom Slater

Stylist: Karla Clarke

Hair & Makeup: Koh & Victoria Baron

Post Production: Arc/Alt VFX

Editor: Simon Njoo

Colourist: Edel Rafferty

Sound: Sam Hopgood – Bang Bang Studios

Music: Karl – Level Two

Track: Jazz Party – Rock n’ Roll Graveyard

Photography Production: M.A.P.

Photographer: Nicole Bentley

Producer: Adam Watson


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