Bonds opens annual Bonds Baby Search competition with ‘share the love’ campaign

Bonds has opened its annual Bonds Baby Search competition with a ‘share the love’ campaign created by Emotive.

The campaign aims to reposition the 15-year-old competition as a celebration of love and babies across Australia.

Emotive and Bonds used the strategy “the best thing about love is sharing it”.

Zane Pearson, creative director and director at Emotive, said in a statement: “To celebrate the unconditional love shared between parent and baby, and drive entries to this iconic Bonds competition, we knew a traditional campaign just wouldn’t cut it. To do this bond justice, we recreated the Florence and the Machine song, ‘You’ve Got the Love’ with the beloved Australian artist Connie Mitchell of Sneaky Sound System.

“We then developed a music video and a suite of shorter video assets that brought the song to life against a backdrop of authentic parenting moments of joy, frustration and everything in-between.”

Emily Small, head of marketing at Bonds, added: “This new approach evolves our 15-year-old Baby Search program, developing the contest to eliminate voting, offer daily winners and even include fur babies was a way to celebrate the families of Australia and the love they share.”


  • Bonds
  • Emily Small: Head of Marketing
  • Samara Anderson: Senior Brand Manager
  • Emotive
  • CEO: Simon Joyce
  • Strategy Lead: Tyler Wilson
  • Business Director: Sarah Clifton
  • Creative Director: Andrew Cameron
  • Director: Zane Pearson
  • Executive Producer: Hayley-Ritz Pelling
  • Senior Producer: Natalie Dagher
  • Production Manager: Aimee Stewart
  • DOP: Simon Ozolins
  • Editor: Ben Kucharski
  • Audio & Sound Design: Ed Coleman, Chocolate Studios
  • Vocals: Connie Mitchell, Sneaky Sound System

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