Bonds launches new Wonderbums product with hypnotic campaign

Bonds has unveiled its latest campaign ‘The Never Ending Nappy’ with the launch of its new Wonderbums reusable nappy, via Special Australia.

The campaign subverts the cutesy tropes of common nappy advertisements with a fresh and truthful tone.

It showcases a presumably sleep deprived Dad in the midst of a nappy change, having the realisation that Wonderbums can be used over…and over…and over again.

Bonds’ marketing manager, Kedda Ghazarian, said: “Our new Wonderbums reusable nappy launches us into a completely new category for Bonds – one that felt natural given our credibility in baby and focus on absorbency innovation.

The campaign is a cheeky nod to the joys (and realities) of nappy changes and helps Aussie parents to navigate a new way forward – a comfier solution to help slow the flow of disposable nappies ending up in landfill,” she said.

ECD at Special, Ryan Fitzgerald, said: “No parent launches themselves into reusable nappies because they’re excited for the challenge – they’re doing it in service of the little bum they’re covering. And a nappy you can use over and over and over and over again is a nappy that you can feel good about.”

An OOH execution for the campaign

The campaign is rolling out across TVC, OOH, OLV, social, display and owned channels. It will be featured on social media platforms such as TikTok, Instagram and Pinterest.

Other assets:

15″ video – Ease


Client: Bonds
General manager, marketing: Kelly McBride
Marketing manager: Kedda Ghazarian
Brand manager: Edwina Moller

Agency: Special Australia
CEO/partner: Lindsey Evans
CCO/partners: Tom Martin & Julian Schreiber
CSO/partner: Rebecca Stambanis
Managing director: Sarah Raine
Head of strategy, Melbourne: Nathan Rogers
Senior strategist: Leoni Simon
ECD: Ryan Fitzgerald
Creative: Magnus Flynn, Lewis Aramayo
Design director: Dan Jones
Finished artist: Jen Bailey
Team lead: Georgia Newton
Business managers: Linh Diep & Ayesha Kithulegoda
Head of film & content, Melbourne: Sophie Simmons
Senior integrated producer: Charlotte Wren
Studio production: Sonia Ebrington
Senior digital producer: Stacey Szabo

Film production company: Collider
Director: Glenn Stewart
Cinematographer: Max Walter
Executive producer: Karen Bryson
Senior producer: Tom Slater

Post house: Collider Studios
Editor: David Canning
Vfx: Glenn Stewart
Grade: Matt Fezz

Music and sound: Rumble Studios
Composer: Pete Corrigan
Sound designer: Liam Annert
Producer: Bec Ivanov

Stills production company: The Kitchen
Photographer: Alex Parker
Head of production: Manuela Leigh
Retouching: Visual Thing

Media agency: OMD


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