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.


  • 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

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