Bonds makes sustainability statement in ‘The Future is in your Undies’ via Special Group

Bonds is sending a message about sustainability and inclusivity with its new brand platform ‘For the Greater Comfy’.

Communicating its goal to make the world a comfier place for everyone, the campaign positions Bonds’ range as a symbol of change by putting its GOTS-certified organic cotton, recycled polyester and Australian-grown cotton in the spotlight.

The campaign is the first from Special Group after it took over the creative account from Leo Burnett and Clemenger BBDO Melbourne, following a competitive pitch last year.

“At Bonds, we’re on a mission to make the world a more comfortable place for everyone. Feeling good begins with doing good and a more comfortable, liveable planet won’t make itself,” said head of marketing, Karen Dwyer.

“That’s why our range of undies, socks and apparel are not only comfy for your body, but help to make the planet comfier too.”

Julian Schreiber, chief creative officer and partner at Special Group Australia, added: “It’s rare you get to tell the world that the future is in their undies. It’s a bold, simple and very bonds way to announce their more sustainable ranges.

“We’re very proud that they let us help them do it.”

The campaign is running across TV, out-of-home, cinema, online, in-store and across social media, with media executed by OMD.

The out-of-home execution (click to enlarge)

Special Group’s founding partner in Melbourne, Rebecca Stambanis, said: “‘The Future is in your Undies’ is all about making the future a comfier place for all of us, one pair of undies at a time.

“Often positive acts of change can feel big and daunting, so instead we do nothing. So, by wearing Bonds Aussie cotton, recycled polyester and organic cotton products as symbols, we want to show that you can create change by simply changing your socks or undies.”


Creative Agency: Special Group Australia
CEO: Lindsey Evans
Strategy Partner: Rebecca Stambanis
CCO & Partner: Julian Schreiber
CCO & Partner: Tom Martin
Senior Creatives: Sian Binder, Lea Egan & Hans Christian Berents.
Designer: Dan Jones
General Manager: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Head of Production: Nick Lilley
Senior Producer: Sevda Cemo
Stills Producer: Laura Midalia

Client: Bonds Australia
Head of Marketing (Acting): Karen Dwyer
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Assistant Brand Manager: Caitlin Robertson

Production Company: Finch
Director: Sam Hibbard
Producer: Nick Simkins
Director of Photography: Shelley Farthing-Dawe
Offline Edit: The Editors
Offline Editor: Mark Burnett
Online Editor: Drew Downes

Post Production: Atticus
Music Supervisor: Level Two Music

Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Cam Milne and Liam Annert.

Social Videographer: Joshua Heath
Editor: Fraser Kelton

Post Production: Special Group

Production Company: Assembly Agency
Photographer: Duncan Killick
Producer: Kate Austin
Retouching: Visual Thing

Media agency: OMD


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