Bonds celebrates the ‘A to G and everything in between’ of Aussie Boobs in next phase of BOOBS campaign via Clemenger Melbourne

To herald the launch of a new Bonds bra range catering for bust sizes 8A through to 16G, Bonds is launching the next phase of its award winning BOOBS campaign via Clemenger BBDO, Melbourne.

To celebrate all of the different boob types out there (and all the different shapes, styles and fabrics of Bonds bras that match them), Bonds has created its own cheeky emoticon language to represent the ‘A to G and everything in between’ of Aussie boobs – they’re called Boobicons.

Boobicons are boob shaped ’emoticons’ that put a fun Bonds spin on how women can identify their boob type (or types) and find a Bonds bra to suit:

The Boobicon campaign launches today on large format outdoor sites, Adshels and digital billboards across Australia, and is supported by digital advertising, PR, point-of-sale and social media.

Over the coming weeks, more Bonds Boobicons will be revealed as Bonds encourages women to celebrate and share their own unique boob type.

Says Elle Bullen, copywriter at Clemenger BBDO Melbourne: “Boobicons represent the many different types of Aussie boobs, but we don’t just want to stop at the ones that we’ve created for the campaign. We’re asking Bonds fans to add to the Boobicon language by sharing their own unique boob type.”

To get involved in the Bonds Boobicon campaign, all you need is a little imagination and a keyboard to share your creation via #BONDSBOOBICONS.

Says Tanya Deans, Bonds general manager of marketing: “We want Aussie women of all shapes and sizes to give Bonds bras a go. We’ve always been there for smaller busts but our range of full busted bras now features the fabrics, colours and prints that will ensure a larger variety Aussie boob types can feel supported and stylish in a Bonds bra.”

To further bring the Boobicon creative to life, Bonds have teamed up with a group of Bonds Boobicon ambassadors. The ambassador line-up includes ‘Fun Boobs’ ambassador, Julia Morris, ‘Sporty Boobs’ ambassador, Kelly Cartwright, ‘Mama Boobs’ ambassador, Jess Dempsey and ‘Dazzling Boobs’ ambassador, Marie Claire. The Bonds Boobicon ambassadors will act as ongoing spokespeople for the campaign.

Clemenger BBDO

Bonds Assistant Brand Manager: Jemma Gibbons