Bonds releases Pride range and ‘Out Now’ campaign to support the LGBTQIA+ community ahead of Mardi Gras

Underwear brand Bonds has released a new Pride range ahead of the 2020 Mardi Gras to support the LGBTQIA+ community in Australia.

To support the launch, Leo Burnett has revealed its ‘Out Now’ campaign, featuring members of the community and the period of time they have been out – ranging from six months to 55 years.

Bonds is a supporting partner of LGBTIQ youth support organisation Minus 18, helping to fund peer-to-peer support, education and training, and safe spaces for queer youth.

Together the organisations have also created the Out Now exhibition to support the campaign. It will showcase portraits of well-known members of the LGBTQIA+ community, including Rhys Nicholson, Mojo Juju, Montaigne and Frances Cannon.

The exhibition space will also double as a support space for Minus 18. Visitors will have the opportunity to have their photo taken to join the exhibition.

The OOH executions for the campaign

It will be open from 28 February to 1 March.

Leo Burnett senior creative, Ellie Dunn, said the project was a personal one.

“I’m lucky to live in a country where I can live my life openly and honestly. For me, Out Now is about celebrating the joy of being out, the journey that comes with it, and sharing pride in the fashion space,” Dunn said.

“Getting to make this campaign with a predominantly queer crew just made it all the more special.”

Kelly McBride, Bonds head of marketing, said: “We’re proud to be a brand that has a history of representing all Australians, and are thrilled to be working closely with Minus18 to celebrate the queer community in a way that everyone can get involved.”

The campaign will be running across social, online, outdoor and in store.


Client: Bonds
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian

Agency: Leo Burnett
CCO: Jason Williams
Creative Director: Daniel Pizzato (out 12 years)
Senior Copywriter: Ellie Dunn (out 12 years)
Senior Art Director: Stacey Karayannis
Account Director: Kim Thompson
Integrated Producer: Kaelene Morton
Senior Designer: Paula Cardona

Photographer: Tracey Lee Hayes (out 22 years)

Producer: Rosey Karaula
Make-up Artist: Kristyan Low (out 20 years)
Hair Artist: Claire Leighton (out 18 years)
Stylist: Carlos Mangubat (out 14 years)
Videographer: Ben Cotgrove (out 9 years)
Exhibition Make-up Artists: Bradwyn Jones (out 15 years), Rob Povey (out 17 years)
Exhibition hair artists: Koh (out 10 years), Budi Juspandi (out 39 years)
Exhibition stylist: Stuart Walford (out 13 years)
Casting / Talent Research: Rosey Karaula and Tracey Lee Hayes


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