BONDS launches ‘As worn by us’ brand platform via Special

BONDS launches 'As worn by us' platform via Special and Wildebeest

Ghazarian: “A proud reflection of the simple and unique truth that Bonds can be found in almost every Aussie’s undie or sock drawer.”

Bonds has launched its newest brand platform, As worn by us,’ developed by the creative independent Special and brought to life by film production company Wildebeest.

The latest work celebrates the enduring appeal of the Australian apparel brand across diverse age groups and demographics.

The campaign features a mini film series narrated by Australian actress Noni Hazelhurst, portraying Aussies in their Bonds attire in a continuous visual narrative, reflecting the brand’s widespread and deeply ingrained popularity.

In addition to the films, the campaign’s out-of-home (OOH) features over 100 photographic portraits of individuals representing every stage of life, from infancy to centenarians. These portraits are showcased together in a large-scale installation at Melbourne’s Parliament Station.

The campaign, which launched on 7 April, is scheduled to run throughout the remainder of the year, with a presence across TV, cinema, social media, point of sale, and national OOH placements, such as the Parliament Station takeover and a Melbourne tram wrap.

Kedda Ghazarian, head of marketing at Bonds, said the campaign is a reflection of Bonds’ ubiquity in Australian households.

As worn by us’ is a proud reflection of the simple and unique truth that Bonds can be found in almost every Aussie’s undie or sock drawer.” said Ghazarian.

“The campaign is a celebration of these stories, connections and the unique bond we all share – from the littlest newborn bub to the 100-year-old still rocking our humble Chesty singlet.”

Ryan Fitzgerald, executive creative director at Special Group, highlighted the authenticity of the campaign’s portrayal of Australians’ affinity for Bonds: “When it comes to wearing Bonds, there’s often only one-degree-of-separation between us all. Bringing these connections to life took us all over the country.

“So many beautiful folks invited us into their lives and in many cases, stripped down to their undies. Seeing the authentic love out there for Bonds was something to behold and spectacular proof that it really is the brand as worn by us.”

Special’s public relations arm Special PR was chosen last month as the partner for PepsiCo brands, including Pepsi, Red Rock Deli, and Smith’s, expanding Special Group Australia’s role with the global food giant.

Former Havas managing partner, Alex Bryant, launched Special PR in July last year.

See also: PepsiCo appoints Special PR for Pepsi, Red Rock Deli, and Smith’s


Client: BONDS
General manager, marketing: Kelly McBride
Head of marketing: Kedda Ghazarian
Brand manager: Edwina Moller

Creative agency: Special Australia
Partner/CEO: Lindsey Evans 
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Head of Strategy: Nathan Rogers
Strategist: Laura Wiseman
Creative Director/Creative: Toby Moore
Creative Director/Creative: Kia Heinnen 
Creative: Alexandra Antoniou 
Team Lead: Georgia Newton
Business Director: Marnie Dunn
Business Manager: Ayesha Kithulegoda
Head of Film & Content Production: Sophie Simmons
Lead Producer: Charlotte Wren
Design Director: Sabine Schwarz
Designer: Sarah Ristevski

Film production
Production company: Wildebeest
Director and photographer: Luis Gerard
Cinematographer: Edward Goldner
Additional photography: Levin Mundinger
Managing director: Jarred Osborn
Executive producer: Josie Baynes
Producer: Rachael Morrow
Digital assistant: Darcy Scales
Stylist: Bridgette Hungerford

Casting company: Studio P
Casting director: Peta Dermatis

Post production
Editor: Stewart Arnott
Colourist: Wade Odlum and James Graham, Alter Ego Post
Colour assistant: Daniel Saavedra, Alter Ego Post
Producer: Spencer Butt, Alter Ego Post
Online production: Manimal Post
Online operators: Denzil Heeger & Ryan Brett, Manimal Post
Post producers: Hannah Byrnand & Rachael Vowles, Manimal Post
Photography retouching: Visual Thing 

Sound production
Sound house: Rumble Studios

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