Bonds welcomes summer with launch of ‘A-Z of Summer Loves’ blitz via Leo Burnett, Melbourne
Bond’s has welcomed summer with the launch of its ‘A-Z of Summer Loves’ integrated campaign via agency Leo Burnett, Melbourne.
Led by online content and TVCs backed by the remixed track ‘Someone That Loves You’ by HONNE and Izzy Bizu, each letter of the alphabet captures a snippet of what makes an Aussie summer so iconic.
Says Emily Small, head of marketing, Bonds: “It was important to authentically capture that Aussie summer feeling and the colour and excitement of the Christmas holidays. The campaign is fresh, fun and encapsulates everything our summer range stands for.”
![BON00068_Bonds-Summer_Ooh_Adshel_Live_1080x1920-Legs[4][1] (1).jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2016/11/05070534/BON00068BondsSummerOohAdshelLive1080x1920Legs5B45D5B15D2028129.jpg)
The campaign launches November 6th, supported by TVC, cinema and outdoor.
Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Senior Brand Manager: Mahli Pullen
Brand Manager: Jessica Harvey
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Creatives: Isha Brown / Maggie Ryan
Senior Agency Broadcast Producer: Cinnamon Darvall
Senior Designer: Tiffany Wilson
Group Account Director: Amanda Nicoll
Account Director: Emma Lazarou
Account Executive: Mitch Buck
Production Company://13&CO
Director: Pete Moore
Executive Producer: Roy De Giorgio
Associate Producer: Charity Downing
DOP: Stefan Duscio
Editor: Joe Morris
Colourist: Martin Greer Online Artist: Scott Geersen
![BON00068_Bonds-Summer_Ooh_Adshel_Live_1080x1920-Rays[3][2] (1).jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2016/11/05070534/BON00068BondsSummerOohAdshelLive1080x1920Rays5B35D5B25D2028129.jpg)
![BON00068_Bonds-Summer_Ooh_Adshel_Live_1080x1920-SunKissed[4][1] (1).jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2016/11/05070535/BON00068BondsSummerOohAdshelLive1080x1920SunKissed5B45D5B15D2028129.jpg)
16 Comments
How original..
This is great. Well done.
Piss poor version of every ID magazine video. https://www.youtube.com/watch?v=imrtDMOAicg
Cotton On did the exact same thing a year ago. Given they’re also a major Australian retailer it’s not such a great look for Bonds. I would think they would be a main competitor especially with the success/expansion of their BODY brand.
https://www.youtube.com/watch?v=3RaPnZKvboc
Surely if you’re working on a brand as iconic as Bonds you’re going to want something a little more unique of an overarching idea. The work Clems did for the brand was by no means groundbreaking but at least it was somewhat original.
90 seconds is way to long… the execution doesn’t hold it beyond C for me.
Cotton On did this a year ago https://www.youtube.com/watch?v=3RaPnZKvboc
Not a great look considering I’d hazard a guess they’re one of Bonds biggest competitors right now, especially with the success/expansion of their BODY brand. C’mon Bonds… such an iconic brand needs to be more original than this.
What a waste of time and money. Who thought this was a good idea?
Lazy first thought that’s been done time and again. Time to change the formula Bonds.
Terrible, this is what happens when you stretch your marketing budget too thin. Quality over quantity people.
mind. blown.
What about CU in the NT?
@Commenters above
Maybe, just maybe, if you focussed on doing good work rather than being sanctimonious on Campaign Brief, you too would work at Leo Burnett.
I know I wish I did.
@Agent Provocateur
Finding it hard to swallow genuine constructive criticism?
No, I think you’re mistaken.
There isn’t a queue of creatibes desperate to work at Leo’s in Melbourne, and if there was then it just got shorter off the back of this work.
Leo’s love to talk up the great stuff they do on Bonds. At every agency awards preso they go nuts about it. Truth is, their work on Bonds is shit. And this is further proof.
This is the worst Bonds campaign of all time.
Seems to work for me. Pictures are nice and the pictures flowswell through the visual narrative. Sure its an old idea, but it feels like Summer.
Take a bunch of young people, get them mostly naked, and put them in front of a soft lens. Why not? It’s a simple but effective formula, and they’re front and centre with the branding.
I especially liked the ‘breakfast’ static, with sausages placed at crotch level. If it gets people’s attention….