Noni Hazlehurst voices new Bonds campaign celebrating ‘our common threads’

Iconic underwear brand Bonds has launched a new brand platform and campaign voiced by Australian actress Noni Hazlehurst, highlighting the beloved nature of the brand by Aussies all of ages, via Special Australia.

The campaign features a suite of assets, with each spot starting where the last one left off, to showcase the never-ending chain of Aussies in Bonds and celebrate ‘our common threads’.

Created by Special and produced by Wildebeest, ‘As Worn By Us’ was shot over 20 days across Australia, with the team capturing footage of real, everyday Aussies in their Bonds.

The brand’s head of marketing, Kedda Ghazarian, said: “‘As Worn By Us’ is a proud reflection of the simple and unique truth that Bonds can be found in almost every Aussie’s undie or sock drawer.

“The campaign is a celebration of these stories, connections and the unique bond we all share – from the littlest newborn bub to the 100-year-old still rocking our humble Chesty singlet.”

The out-of-home (OOH) aspect of the campaign features over 100 photographic portraits of real Aussies from every year of life. A large-scale installation at Melbourne’s Parliament Station saw all the portraits presented together, showcasing a newborn to a 100-year-old, and everyone in between. 

Ryan Fitzgerald, ECD at Special, explained that when it comes to wearing Bonds, “there’s often only one-degree-of-separation between us all”.

“Bringing these connections to life took us all over the country,” he said.

“So many beautiful folks invited us into their lives and in many cases, stripped down to their undies. Seeing the authentic love out there for Bonds was something to behold and spectacular proof that it really is the brand as worn by us.”

The campaign will run for the rest of the year, across TV, cinema. social, POS, and OOH.

Special’s partner and CEO, Lindsey Evans will be speaking at Mumbrella360 next month, on a panel with like-minded female agency leaders – Think HQ’s Jen Sharpe, Supermassive’s Simone Gupta and Reunion Agency’s Dominique Hind.

The panel will discuss the inherent obstacles adland generates for women looking to set up their own agencies. They will present themselves as case studies for how female resilience can result in an adland that is more profitable, creative and sustainable than ever before.

Fitzgerald will also be speaking at the three day conference, alongside former Australian of the Year, Grand Slam-winning wheelchair tennis player and motivational speaker Dylan Alcott, and disability advocate, speaker, model, and actor Sara Shams.

The trio will be discussing the Shift 20 Initiative, led by the Dylan Alcott Foundation and Special Group. Described as the ‘Unignorable Adbreak’, the Shift 20 Initiative started with a mass inclusion moment and is looking to cement change by setting the standard of inclusive advertising.

Don’t miss it. Tickets are available now.


Client: Bonds
General manager, marketing: Kelly McBride
Head of marketing: Kedda Ghazarian
Brand manager: Edwina Moller

Creative agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Executive creative director: Ryan Fitzgerald
Head of strategy: Nathan Rogers
Strategist: Laura Wiseman
Creative director/creative: Toby Moore
Creative director/creative: Kia Heinnen
Creative: Alexandra Antoniou
Team lead: Georgia Newton
Business director: Marnie Dunn
Business manager: Ayesha Kithulegoda
Head of film & content production: Sophie Simmons
Lead producer: Charlotte Wren
Design director: Sabine Schwarz
Designer: Sarah Ristevski

Production company: Wildebeest
Director & photographer: Luis Gerard
Cinematographer: Edward Goldner
Additional photography: Levin Mundinger
Managing director: Jarred Osborn
Executive producer: Josie Baynes
Producer: Rachael Morrow
Digital assistant: Darcy Scales
Stylist: Bridgette Hungerford

Casting company: Studio P
Casting director: Peta Dermatis

Post production
Editor: Stewart Arnott
Colourist: Wade Odlum & James Graham, Alter Ego Post
Colour assistant: Daniel Saavedra, Alter Ego Post
Producer: Spencer Butt, Alter Ego Post
Online production: Manimal Post
Online operators: Denzil Heeger & Ryan Brett, Manimal Post
Post producers: Hannah Byrnand & Rachael Vowles, Manimal Post

Photography retouching: Visual Thing

Sound house: Rumble Studios
Executive producer: Michael Gie
Producer: Bec Ivanov
Sound engineers: Sean Wilkinson

Media agency: OMD Australia


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