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Bonds’ Baby Search Returns as Bonds ‘Every Baby’ Baby Search with 21 New Categories Celebrating All Babies

The Special Group's campaign reflects the evolution of Bonds' Baby Search program

Bonds’ Baby Search Returns as Bonds ‘Every Baby’ Baby Search with 21 New Categories Celebrating All Babies

The annual Bonds Baby Search has returned as Bonds ‘Every Baby’ Baby Search in 2021. Babies are beautiful, but honestly they’re also pretty funny-looking at times too – so to celebrate all of their unique expressions, Bonds has introduced 21 new, not-so-cutesy categories across baby, pet and bumps.

Created in partnership with Special Group Australia, this year’s revamped Bonds Every Baby Baby Search aims to recognise and honour the hilarious, chaotic and unedited reality of babies. The campaign, which will be running across social and on Bonds’ owned channels, features new authentic categories including triple chin, milk drunk, poop face, I’m so sad, not my best angle, tell me how cute I am, it wasn’t me, twinning, still cooking, werk werk werk, and more.

Karen Dwyer, head of marketing, Bonds, said: “Babies are beautiful, but honestly they are also pretty funny looking a lot of time. This year we reflect that with the evolution of our Baby Search program which celebrates babies for all of their looks, not just the cute and perfect ones.

“Bonds Baby Search needs no introduction." commented Julian Schreiber, partner and CCO, Special Group Australia. "It’s the competition that Aussies have fond memories of. But this year, Bonds has gone one step further to act on their belief of celebrating every baby equally, by levelling the playing field with more winners and a bigger prize pool.”

Founding partner – Melbourne, Rebecca Stambanis, added: “Bonds Baby Search is an incredibly loved competition by many Australians, but this year we wanted to do something that reflected and included all babies, the crying babies, the cute babies and the hungry babies. It is Bonds’ mission to make the world a comfier place for all and what better way to do that than to celebrate every baby in a very real way.”

Featured Companies: The Editors , Rumble Studios , Exit Films

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Client: Bonds Australia

Head of Marketing (Acting): Karen Dwyer

Marketing Manager: Megan Voss

Senior Brand Manager: Andrea Biagini


Creative Agency: Special Group Australia

Founding Partner & CEO: Lindsey Evans

Founding Partner & Managing Director: Cade Heyde

CCOs & Partners: Julian Schreiber and Tom Martin

Found Partner Melbourne & Strategy Director: Rebecca Stambanis

Strategy Director: Anna Bollinger

Senior Creatives: Sian Binder & Lea Egan

Head of Design: Adam Shear

General Manager: Paige Prettyman

Business Director: Emma Salmon

Business Manager: Timmi Tsapaliaris

Head of Production: Nick Lilley

Producer: Stephanie Wilkinson


Production Company: Exit Productions

Director: Billie Pleffer

Producer: Fiona Pakes

Production Company: Chee Productions

Producer: Matt Chee & Tamiko Wafer

Post production

Post Production: The Editors

Executive Producer: Charlotte Griffiths

Offline Edit: Leila Gaabi
2nd Offline Editor

Online Editor: Matt Edwards

Music and Sound

Music: Level 2 Studios

Audio Post Production: Rumble Studios

Sound Designer: Liam Annert

Audio Post Producer: Fiona Dunn


Media agency: NMPI

Category: Clothing and Fashion , Underwear

Genre: People