Bonds celebrates 100 years with its biggest campaign launch via Leo Burnett Melbourne
This weekend, Bonds launched its biggest campaign ever to celebrate their centenary year via Leo Burnett Melbourne.
The TVC is set to the iconic Australian INXS song, “What You Need.” It aims to bring Australians of all ages together to celebrate through dance and movement the spirit of the brand over 100 years. Five 20-year-olds, 200 6-month olds and a 75-year old mixing it up with a 25 year-old are all part of the “100 year” cast who represent the love, colour and life of Bonds.
Says Emily Small, senior marketing manager of Bonds: “We want to celebrate our 100 years with a campaign that engages with all Australians across all demographics and showcases our wide product offering. The INXS track captures our Australian spirit, and we felt it was fitting for our 100-year celebration.”
Says Melinda Geertz, CEO, Leo Burnett Melbourne: “In true Bonds tradition, we’ve used the language of music and dance to bring to life Bonds’ 100 year milestone, and we’ve paid tribute to the everyday Australians who have made Bonds such an iconic Australian brand.”
Leo Burnett has been working with Bonds for the last year in both the retail and brand space.
Bonds was founded in 1915 by George Bond and is Australia’s largest underwear brand.
Bonds
Senior Marketing Manager, Underwear Group – Emily Small
Senior Brand Manager – Caroline Bourke
Leo Burnett Melbourne
Executive Creative Director – Jason Williams
Creatives – Joe Hill / Garret Fitzgerald
Group Account Director – Amanda Nicoll
Senior Producer – Cinnamon Darvall
Goodoil Films
Director – Uncle Friendly
DOP – Stefan Duscio
Producer – Llew Griffiths
Edit
The Butchery – Jack Hutchings
Online
The Refinery – Eugene Richards
Audio
INXS “What you Need” Remix – Toby Burvill
Licensing Level Two – Karl Richter
Soundmix SoundLounge – Sam Hopgood
Choreographer – Vincent Paterson
9 Comments
Feels Good.
I want to not like it – but can’t!
Nice job on a tough task.
Feels lovely – proof you don’t always need an idea (not meant to be said sarcastically)
Sick.
When did Clems lose Bonds?
Really like it.
Bonds being 100 years old doesn’t mean much to anyone other than Bonds employees – so, the team at Leo’s have managed to make celebrating 100 a celebration of their fashion credentials – which is of more interest to 99.9% of people watching – without losing the Centenary message.
Great job.
Love this.
Given this is the ‘biggest campaign ever’ Clems must be gone
Nice simple idea. Engaging. Good job.
It looks great, hip and cool… but to be honest, it’s off brand. Too sexy for Bonds, where has the iconic Bonds playful and intelligent dancing gone?
Clemenger hasn’t lost Bonds. Leo Burnett has taken care of the ‘retail side’ of Bonds since November last year. They are both on the roster.