MAFS couple enlisted to front the revived Bonds Baby Search campaign
The iconic Bonds Baby Search campaign is back after a two-year hiatus and will be fronted by a memorable couple from reality television show Married At First Sight, in a bid to appeal to a younger demographic.
The branding tactic centres on a competition to find Australia’s “brightest, messiest or not-so-cutesy” bubs, from newborns to three-years-old, with $30,000 in cash as well as daily prizes on offer.
Bonds has enlisted Martha Kalifatidis and Michael Brunelli, who met beneath the glare of television lighting on Channel Nine’s hit MAFS, as its ambassadors for the campaign alongside their adorable baby Lucius.
That partnership is based on their social media popularity, which has seen them “loved for sharing their unfiltered journey of parenthood with all the highs and lows”, a spokesperson said.
The campaign is also a nod to what Bonds is calling ‘an Aussie baby boom’, as the country experiences its biggest fertility uplift since 2008. Citing data from the Australian Bureau of Statistics, it said 2023 has seen an increase of 15,000 births from last year.
The competition has been simplified from previous years, where contestants can enter three categories based on age. The categories are Newbies (0-6 months), Baby (6 months – 2 years) and Toddler (2-3 years).
Winners will be announced on 22 June on the Bonds website and Instagram page.
Bonds will also invite Bonds babies throughout the years to share some ‘then and now’ photos, as a celebration of the competition’s 18th year.
Credits
Creative Agency: The ARC Factory
Art Director: Peter Metzner
General Manager: Rose Pengelly
Account Manager: Cassie Phillips
Photographer & Motion Director: Byron Spencer
DOP: Ken Butti
Editor: Ben Montague
Animation: Don Lim
Producer: Carmen Cicchinelli
Stylist: Nicola Bates
MUA: Brandon Scott
Hair: Katie Angus
Bonds General Manager Marketing: Kelly McBride
Bonds Marketing Manager: Christie Madsen
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