Bonds reveals the A to Z of an iconic Aussie summer in new campaign

Bonds has released its annual Christmas campaign for the summer season, seeking the attention of millennials through its 90-second video.

Bonds campaign 2016

The Leo Burnett Melbourne advertisement is inspired by the A-Z of why Aussies love summer, the campaign shows models showcasing Bonds garments at the beach and various summer locations, demonstrating the fun and festivity the upcoming season has to offer.

This compares with last year’s campaign which again saw models rather than celebrities featured in the ad, performing flips and tricks in the brand’s sparkling and bright prints.

‘The A-Z of Summer Loves’ advertisement was filmed at Palm Beach on Sydney’s North Shore and features Bonds’ Baby Search 2016 winner, Brooklyn, in 26 different scenes both indoor and outdoor.

Similar to last year’s ‘Shine Bright with Bonds’ this campaign avoids any Christmas reference, drawing instead a focus to millennials and their association with the summer holidays, using each letter pf the alphabet to highlight an aspect of what makes an Aussie summer so iconic, set to the remixed track ‘Someone That Loves You’ by Honne and Izzy Bizu.

Bonds’ head of marketing, Emily Small, said: “It was important to authentically capture that Aussie summer feeling and the colour and excitement of the Christmas holidays. The campaign is fresh, fun and encapsulates everything our summer range stands for.”

The Christmas campaign will be rolled out across cinema and out of home.



  • Client: Bonds
  • Head of Marketing: Emily Small
  • Marketing Manager: Michelle Taylor
  • Senior Brand Manager: Michelle Taylor
  • Brand Manager: Jessica
  • HarveyAgency: Leo Burnett Melbourne
  • CCO: Jason Williams
  • Creatives: Isha Brown / Maggie Ryan
  • Senior Agency Broadcast Producer: Cinnamon Darvall
  • Senior Designer: Tiffany Wilson
  • Group Account Director: Amanda Nicoll
  • Account Director: Emma Lazarou
  • Account Executive: Mitch Buck Production Company://13&CO
  • Director: Pete Moore
  • Executive Producer: Roy De Giorgio
  • Associate Producer: Charity Downing
  • DOP: Stefan Duscio
  • Editor: Joe Morris
  • Colourist: Martin Greer
  • Online Artist: Scott Geersen

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