Bonds refreshes iconic styles with ‘Big Icon Energy’ via Special

Bonds has launched its new Icons range with a campaign from Special, recruiting a lineup of Aussie icons ‘Big Icon Energy’.

Featuring reinvented styles with fresh cuts and bold patterns, the campaign embodies the unapologetic attitude of a new generation who aren’t afraid to be themselves, enlisting Olympic skateboarder Keegan Palmer, singer Mia Rodriguez, dancer Lance Savali and DJ sister duo Kinder who channel ‘Big icon Energy’.


The one minute and 35-second long launch film is set in a corner store to a bespoke track, follows the next-gen talent as they draw the attention of every camera, dressed in the their Bonds Icons underwear.

Directed by Division’s Sanjay De Silva, the film comes to life in the long form music video for Bonds organic channels as well as 30”, 15” and 6” cutdowns.

The campaign will also include organic content on social media

Kedda Ghazarian, marketing manager at Bonds, said: “Our new Icons range is an exciting reimagination of our classic styles, with bold cuts and fierce patterns that take them to the next iconic level! We want our campaign to be a rallying cry for people across Australia to embrace their ‘Big Icon Energy’.”

Sian Binder, creative director at Special, said: “Engaging with this audience is tough so we knew tone and vibe was going to be everything. The campaign is loud, bold and a bit wild, just like the Bonds Icons range.”

An example of the OOH execution

The campaign rolls out across TVC, OOH, OLV, podcast partnerships, social and owned channels. Supporting organic content will also live across social on TikTok, Instagram and Snapchat.


Clients: BONDS
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller

CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/ Partner: Rebecca Stambanis
Senior Strategist: Leoni Simon
Executive Creative Director: Ryan Fitzgerald
Creative Directors: Sian Binder & Lea Egan
Creatives: Lauren Regolini & Locki Choi
Designers: Sabine Schwartz & Bella Plush
Team Lead: Georgia Newton
Business Director: Atlanta Woolley
Business Manager: Phoebe Peralta
Lead Producer: Sophie Simmons
Film & Stills Producer: Alex Gillespie

Production Company: DIVISION
Director: Sanjay de Silva
MD/EP: Genevieve Triquet
Producer: Poppy Jones
Director of Photography: Max Walter
Production Designer: Imo Walsh
Stylist: Ella Murphy
Photographer: Stephanie Cammarano
Producer: Emma Patcas
Content Production: Nathaniel Kiwi

Music Production: Public Press
Composition: El Plasticos
Post House: The Editors
Editor: Lily Davis
Colourist: Fergus Rotherham
Online: Blockhead
Sound: Gusto Studios
Retouching: Visual Thing



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