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Bonds' Bold New Campaign Declares 'The Future Is in Your Undies'

The Special Group's new campaign is the next big step toward a more sustainable future

Bonds' Bold New Campaign Declares 'The Future Is in Your Undies'

Iconic Australian underwear and clothing brand Bonds has launched its new brand platform ‘For the Greater Comfy’ with the release of its latest campaign the first from Special Group Australia, designed to inspire people to join their journey to make the world a comfier place for all.

Bonds’ playful and bold brand platform depicts its undies, socks and clothing as a symbol of change, while simultaneously showcasing Bonds’ more sustainable product ranges made with GOTS-certified organic cotton, recycled polyester or Aussie-grown cotton.

‘The Future is in your Undies’ campaign is running across TV, out-of-home, cinema, online, in-store and across social media.

Karen Dwyer, head of marketing, Bonds, said: “At Bonds, we’re on a mission to make the world a more comfortable place for everyone. Feeling good begins with doing good and a more comfortable, liveable planet won’t make itself. That’s why our range of undies, socks and apparel are not only comfy for your body, but help to make the planet comfier too.”

 “It’s rare you get to tell the world that the future is in their undies." added Julian Schreiber, CCO and partner, Special Group Australia. "It’s a bold, simple and very Bonds way to announce their more sustainable ranges. We’re very proud that they let us help them do it.”

Bec Stambanis, founding partner, Melbourne, Special Group Australia, commented: “‘The Future is in your Undies’ is all about making the future a comfier place for all of us, one pair of undies at a time. Often positive acts of change can feel big and daunting, so instead we do nothing. So, by wearing Bonds Aussie cotton, recycled polyester and organic cotton products as symbols, we want to show that you can create change by simply changing your socks or undies.”

Bonds launches ‘The Future is in your Undies’ campaign via Special Group Australia in next big step toward a more sustainable future

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Creative Agency: Special Group Australia

CEO: Lindsey Evans

Strategy Partner: Rebecca Stambanis

CCO & Partner: Julian Schreiber

CCO & Partner: Tom Martin

Senior Creatives: Sian Binder, Lea Egan & Hans Christian Berents

Designer: Dan Jones

General Manager: Paige Prettyman

Business Director: Emma Salmon

Business Manager: Timmi Tsapaliaris

Head of Production: Nick Lilley

Senior Producer: Sevda Cemo

Stills Producer: Laura Midalia

Client: Bonds Australia

Head of Marketing (Acting): Karen Dwyer

Marketing Manager: Kedda Ghazarian

Brand Manager: Amanda Varbaro

Assistant Brand Manager: Caitlin Robertson

Production Company: Finch

Director: Sam Hibbard

Producer: Nick Simkins

Director of Photography: Shelley Farthing-Dawe

Offline Edit: The Editors

Offline Editor: Mark Burnett

Online Editor: Drew Downes

Post Production: Atticus

Music Supervisor: Level Two Music

Sound House: Rumble Studios

Executive Producer: Michael Gie

Sound Engineer: Cam Milne and Liam Annert.

Social Videographer: Joshua Heath

Editor: Fraser Kelton

Post Production: Special Group


Production Company: Assembly Agency

Photographer: Duncan Killick

Producer: Kate Austin

Retouching: Visual Thing

Media agency: OMD

Category: Clothing and Fashion , Underwear

Genre: Choreography , Scenic