Bonds takes white Christmas down under in latest campaign via Leo Burnett, Melbourne
Christmas has come early for Bonds this year. If you’ve ever dreamt of a ‘White Christmas Down Under’, then dream no longer. Bonds is celebrating a white-hot Aussie Christmas with its new festive campaign, developed by Leo Burnett Melbourne, that asks everyone to get into the Christmas spirit. And, in the spirit of gift giving, Bonds has unleashed a sleigh-full of summery and sparkly presents for the entire family.
The campaign explores the many ways Aussies can enjoy a White Christmas Down Under. The hero film, the third in a trilogy directed by Gracie Otto, follows a group of Bonds clad mates enjoying a White Christmas, Aussie style, in their makeshift salt flat hangout, while Bonds dressed tots and toddlers celebrate in the sand dunes.
The all-star cast includes Indigenous model Lilla Lowanna, Triple J presenter Tanya Bunter, Aussie model Kawani Prenter and Melbourne couple, Damian Meredith and Brendan Leith.
The vast salt flats provide the perfect backdrop to the colourful range, featuring festive sparkle, bright neons and a taste of the new Bonds’ boardies available for summer.
Bonds marketing manager, Emily Small, says the campaign encapsulates Bonds’ ethos: “Our Christmas collection aims to delight and inspire our customers to get into the spirit with unreal colour and sparkle. The campaign celebrates togetherness for Australians; family can come in many different forms, and the joy of the season is celebrating it your way.”
The film forms part of Bonds’ wider Christmas campaign across social, online and OOH, that has now launched in Australia and New Zealand, featuring fashion content from Oyster Magazine, an official makeup partnership with Frank Body, and influencer activity celebrating the launch of the Kid’s and Baby Christmas range.
Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Kelly McBride
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson
Creative Agency: Leo Burnett Melbourne
Media Agency: OMD Melbourne
Film Production: Playtime
Director: Gracie Otto
DOP: Stefan Duscio
Executive Producer: Oliver Lawrence
Producer: Tom Slater
Stylist: Emma Kalfus
Hair & Makeup: Daren Borthwick & Gillian Campbell
Stills Production: Sam I Am
Stills Photographer: David Cohen De Lara
12 Comments
my second favourite kind of snow, love it
It’s all a bit smoke and mirrors this campaign .. Queendom looked cool as hell, but fundamentally the strat is weak. Don’t know how many times they can get away with shooting in cool locations, with solid production credits – until the client will realise .. it actually doesn’t sell products.
Looks ok….. Queendom is better though…
Falls short. Trying a bit hard, caught between a Christmas and Summer message and lacking a coherent idea. Shame
Very Bonds. Very done to death by now.
Very average. Nothing new. Yawn!
Lacks ideas, nothing stands out.
Really? This feels EXACTLY the same as the last two.
An underwear company talking about a white christmas down under?
Are they talking bleaching here or sunproof knickers…
What I like about what you guys are doing is, you aren’t trying to hard, not trying to fit too much in your spots, it’s nice casual cool stuff for the brand. Fun, watchable, sexy.
Like it. it works, as apposed to the silly plonker (S&M) who suggested it might not.
Move along, nothing new to see here
Gays, fat chicks, lit words like ‘slay.’ So down with the kids it hurtszzzzzzz