I love this campaign. I think it's about time an agency showed Australia's people as they are. I'm sick to death of advertisers constantly associating Australia with jingoistic boganism.

I hate cricket, drink vodka lime soda's, can't stand red meat, and I eat rice with every meal. Am I Australian?, you bet, and bloody proud of it.

Aussie, Aussie, Aussie.............. (Don't)

Seen them about town. They look cool.

Nice one Burdon.

The Campaign Palace is now officially dead.

Love the promotion, loved that fact that the models where from every day walks of life, not some high paid celebrity.

Everyone loves Bonds; it is as Australian as Vegemite and lamingtons.

Disappointed with the story on ACA, the interviewer was more interested in talking to Pat Rafter about the tennis then what the article was suppose to be about.
If you where late tuning in you would have had no idea, with just the two posters in the back ground.

Love to see it around town, well done to those involved!!

the concept of using 'real life people' instaed of models ain't exactly a new one. C +

I reckon this work is going to become a genuine classic. It's great, hits just the right note, perfect. Bloody love it. It really does make me proud to be an Aussie.

I love it. Great photography, great art direction. It depicts Aussies beautifully.

If only Bonds had appointed an American agency and used Hoges, some koalas and a few Mad Max extras

This does everything Commonwealth bank's laughably bad koala-shit fails to achieve. This is great, honest, confident work that just fuckin' nails it. I agree with 4.10 - classic campaign, guys.

10:07 is spot on. this campaign does everything Commbank fails to do. Whatever San Francisco-boy marketing directors might think the truth is that Comm bank IS the Bonds of banks and vice versa.

This 'creative' work is detritus.
I too love Australia, but anyone championing this kind of work really needs their head examined. A huge missed opportunity.
Shame on TCP for allowing it off the pad.

I make eye contact with the people when walking past. The photographer has really captured something subtle and beautiful.

2:55 - care to elaborate?

The series would make great trailer trash postage stamps.

It’s great. Outdoor you actually want to look at.

Nice pun!

I mean, nice one.

so wear is the idea?

Why is Campaign brief show casing work that has absolutely no idea.
How can it get comments like; 'can become a genuine classic', and 'great art direction' surely it is far from fitting into either of those categories.

Ok, we need a kick ass campaign for Bonds to celebrate Australia Day. Something that will put us back on the map. How about shots of Australians? Brilliant! Do it up. We are back!!!!!"

Mega missed opportunity.

The person who claimed it to be destined for 'classic status' has to be currently working from home or damaged goods from the 80s.

Serious lack of true Aussie demographic too.

Jesus people. Get your hands off your patriotic dicks. This stuff is average at best!
After pitching on the business some time ago I learned that unfortunately there's a bit of bonds stuff being made overseas... Yowzer!

I’m with the lovers on this one.

Simple, unlabored print is effective. This is sophisticated in its stripped back, straight up approach. They work well (and strengthen each other) as a set and the execution is great. Apple outdoor is a good example of this. Black shadows dancing aint a rocket science idea, but they really decorated the streets in an engaging way.

Good work. Hope it does well for the Life Savers too.

Don't over think it. Those who say they missed an opportunity "where's the idea maann..." are speaking typical adland dribble. It's nicely executed and I'd be very surprised to learn that it didn't resonate with its audience.

I for one have my hand firmly on my patriotic dick, because the campaign made me feel patriotic. Is that such a bad thing for a campaign which launched around Australia Day?

Bonds should get Arc Factory back on the case. Bonds is a fashion product.

Simply beautiful

Re: January 28, 2008 10:35 PM

Your trailer park postage stamps comment sounded funny at the time, and I bet you never though someone would respond to your snappy one liner, and I'm assuming based on your choice of words, you are American. How am I doing thus far? Good Ok.

Well for your information snappy one liner guy, we don't use the term trailerpark, in Australia traditionally, but most of us understand it to be a derogatory term used
to refer to mobile home parks for poor Americans. Very nice.

To cut to the chase though, the last time I checked the FACTS, America's standard of living was about 20 places behind Australia's. You have 100 times more people living below the poverty line than us, hundreds of thousands of which are homeless, even with your lack of welfare support you have higher un-employment rates, lower rates of literacy, higher crime rates, and there are more TRAILER PARKS in America than any other country on Earth.

So you might want to take back your post stamp pal, you'll probably need them.

Just for the record (and mostly for the information of Jan 30, 8:31) all Bonds Chestys are still made right here in Australia..mate

finally some decent advertising from Australia.

this is gold.