Bonds taps Robert Irwin and Tkay Maidza for US debut
Bonds has marked its launch into the US market with a true-blue Aussie launch campaign via Special.
Featuring wildlife warrior Robert Irwin and music star Tkay Maidza, ‘Made For Down Under’ leans into the brand’s Australian nature, inviting Americans to be “as laidback as Australians” by wearing Bonds underwear.
Ryan Fitzgerald, ECD at Special, told Mumbrella Irwin and Maidza are both “iconic” personalities, who were perfect for the launch.
“Robert, obviously Australia’s watched him grow up, and he’s someone synonymous with keeping their cool and is the epitome of that Australian, laidback nature,” he said. “As is Tkay, she is the epitome of keeping cool as an artist, with the way she carries herself and her presence. They’re both cultural icons that are perfect to be flying the flag in the US.”
Launching an Australian staple like Bonds into the US market, he said the agency knew a cultural crossover point was needed. So, the campaign plays off stereotypical percetions — Aussies are relaxed and the country is full of dangerous animals.
“I lived over there for a long time, it’s one of the first three questions you get asked,” Fitzgerald said. “When an American meets an Australian, they ask how you survive the animals.
“So playing with something that Americans do know about Australia is a great way to open that conversation with them.”
At this stage, Bonds has launched a US-dedicated website, along with the opening of an online store via Amazon.
But long-term goals, according to Fitzgerald, is that the brand becomes as popular over there as it is locally.
“The percentage of Australians who have Bonds in their underwear drawer is incredibly high, and we’d love to see that be the case in the US.”
Fitzgerald said Special — which has offices in New York and Los Angeles — was careful to “read the room” for the debut campaign.
“Whenever you go into a new market, you need to have your ears well and truly open to make sure you’re not doing anything that’s going to upset anyone,” he said. “But that’s the regular due diligence. It’s something that we’re always really careful of… We pulled in some of the US team where necessary to sense check particular things.”
Kedda Ghazarian, head of marketing at Bonds, said the launch marks an exciting new chapter for the Australian brand.
“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to Americans – and help them level up their top drawer with down under comfort,” she said in a media release on Friday.
The films were directed by Exit’s Stefan Hunt, with stills captured by Sam I Am’s Lula Cuchhiara. Everything was captured in-camera – including the cranky croc Elvis.
The campaign will roll out across OOH, digital, social, the Sirius X podcast network, connected TV, and Amazon.
Credits:
Client: Bonds
Head of Marketing: Kedda Ghazarian
Senior Brand Manager: Edwina Moller
Agency: Special Australia
CEO & Partner: Lindsey Evans
CCO & Partner: Tom Martin & Julian Schreiber
CSO & Partner Melbourne : Rebecca Stambanis
Managing Director Melbourne : Sasha Firth
Business Director: Marnie Dunn
Head of Strategy, Melbourne: Nathan Rogers
ECD Melbourne: Ryan Fitzgerald
Creative Directors: Joe Ranallo, Will Winter-Irving
Social Creative: Eliza Smith, Heidi Rabbitts
Design Director: Sabine Schwarz
Design: Sarah Ristevski
Head of Film + Content Melbourne: Sophie Simmons
Senior Producer: Glen Mcleod
Agency: Special US
CEO & Partner: Kelsey Hodgkin
Group Strategy Director: Janet Shih
Film Prod Co: EXIT
Managing Partner: Wilf Sweetland
Executive Producer: Leah Churchill Brown
Director: Stefan Hunt
Producer: Luke Kneller
D.o.P: Max Walter
Editor: Lucas Vazquez
Grade: Fergus Rotherham
VFX/Online: Alt.VFX
Sound/Music: Sonar Music
Head of Production: Haylee Poppi
Sound Engineer: Andy Stewart
Composer: Josh Pearson
Stills Prod Co: Sam I Am
Stills Photographer: Lula Cucchiara
Stills Executive Producer: Rich Cole
Stills Senior Producer: Henry Richardson
Social & TikTok Videographer & Post Production: Luke Tysoe
Media Agency: Hearts & Science, Flywheel
Talent and Media Relations – ARC Factory / Rose Pengelly
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
Bonds
Bonds Australia
Kedda Gharzarian
Robert Irwin
Ryan Fitzgerald
special
Special Group
Tkay Maidza
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