Bonds launches Comfy Livin campaign starring Dustin Martin and Maia Cotton
Bonds is promoting its new Comfy Livin range with a stills and video campaign launching this week.
The campaign, delivered by The Arc Factory, features Bonds ambassador and AFL star Dustin Martin and New Zealand-born Victoria’s Secret model Maia Cotton.
Bonds head of marketing, Emily Small, said the new range breaks the rules by blurring the lines between sleepwear and daywear.
“Comfy Livin introduces sleepwear that doesn’t need covering up, helping you feel good about spending the day in your PJs and embracing the indoors,” she said.
Martin and Cotton star in the video, executed and produced by The Arc Factory and De Republica. The 30 second clip titled “Good Night?” captures the duo being woken up by a hoard of paparazzi.
This is Martin’s fourth campaign with Bonds, with his most recent ad seeing him star alongside a tiger.
Last month, Bonds and The Arc Factory also collaborated to launch a campaign fronted by transgender model Andreja Pejic, which also featured Cotton.
Credits:
Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Kelly McBride
Senior Brand Manager: Kedda Ghazarian
Brand Manager: Taylah Johnson
Agency: ARC Factory
Art Director: Peter Metzner
Account Manager: Crimson Dunstan
Photographer: Nick Leary
Hair: Michelle McQuillan
Make up: Kelly Stratton
Stylist: Kelly Hume
Video: De Republica
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Their ads (and the models) still look the same as everything else out there. An occasional colour variation does not a diverse campaign make.
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