Bonds positions women as warriors in latest jungle themed campaign
Bonds has launched its latest campaign ‘Join the Queendom’ which positions women as jungle warriors.
Set in the jungle, the one minute commercial features women dressed in Bonds underwear swatting mosquitos, cutting through bushes, carrying tree logs, sleeping with spiders, cutting wood with an axe and painting their nails with feathers.
At the conclusion of the one minute commercial Bonds encourages people to ‘Join the Queendom’.
“Times are changing and so is our underwear. Made for fierce women, everywhere,” Bonds said on its ‘Join the Queendom’ website.
The ad, created by Leo Burnett Melbourne, is promoting Bonds’ new range of Bonds Originals while aiming to empower women to feel good.
Emily Small, head of marketing at Bonds, said in a statement: “This range was made for young women and so we were excited to make some content that spoke to them. The brief was to create a
space where confidence rules, without losing our Bonds sense of humour.”
Holly Burgess, copywriter at Leo Burnett, added: “The Queendom, a sassy twist on the traditional Kingdom, felt really natural. We were keen to throw a few stereotypes out the window and have a bit of fun with it in the process.”
In February Bonds launched a campaign which featured models walking around the fictional town of Cool Springs; driving, playing golf and lugging bags of ice about in their Bonds.
Both campaigns are part of Bonds’ ‘Gotta be Bonds’ brand positioning.
Credits:
- Client: Bonds
Head of Marketing: Emily Small
Brand Manager: Kedda Ghazarian
Marketing Manager: Kelly McBride
Marketing Manager: Michelle Taylor
Assistant Brand Manager: Taylah Johnson - Agency: Leo Burnett Melbourne
CCO: Jason Williams
Director of Integrated Strategy: Ilona Janashvili
Creative Director: Daniel Pizzato
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Agency Producer: Eliza Malone
Content Producer: Lucy Appleyard
Print Producer: Kirstie Gadsden
Motion Designer: John Angless
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: Ella Murphy
Hair & Makeup: Alan White & Gillian Campbell
Offline editor: Rohan Zerna – The Butchery
Colourist: CJ Dobson – The Refinery
Online artist: Chris Betteridge – The Refinery
Post Producer: Freya Maddock
Sound: Sam Hopgood – Bang Bang Studios
Music: Level Two, Electric Dreams
Track: Day Ones – JessB
Photography Production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson
Outstanding
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