Bonds challenges conventions of beauty in latest ad campaign

23 July 2018

Advertiser: Bonds
Creative Agency: Leo Burnett Melbourne

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“The Queendom, a sassy twist on the traditional Kingdom, felt really natural. We were keen to throw a few stereotypes out the window and have a bit of fun with it in the process."

Bonds has launched a ‘chick flick’ in its latest tongue-in-cheek campaign to sell women’s underwear.

The film follows a traveller, played by Indigenous model Zhoe Trotter, on her quest to find The Queendom. She joins a community of strong women in the Blue Mountains, west of Sydney, who look out for one another, chop wood with attitude and crack nuts.

The campaign, by Leo Burnett, is shot by fashion director Gracie Otto and features an all-female cast of six including Thelma, the very real (and really quite friendly) huntsman spider. The music for the spot was created by Kiwi artist JessB.

The features plus size women and unconventional ideas of beauty, such as arm pit hair, challenging what we usually see in TV ad campaigns.

“The Queendom, a sassy twist on the traditional Kingdom, felt really natural. We were keen to throw a few stereotypes out the window and have a bit of fun with it in the process,” Leo Burnett copywriter Holly Burgess said.

It is a part of a wider social campaign with a suite of short form content and interviews. It coincides with a grassroots fundraising event in store and online with the REACH Foundation, where profits from Bonds Originals will go to support life-changing workshops for young girls.

The campaign is live online and on TV this week.

Credits

Client: Bonds

Head of Marketing: Emily Small

Brand Manager: Kedda Ghazarian

Marketing Manager: Kelly McBride

Marketing Manager: Michelle Taylor

Assistant Brand Manager: Taylah Johnson

Agency: Leo Burnett Melbourne

CCO: Jason Williams

Director of Integrated Strategy: Ilona Janashvili

Creative Director: Daniel Pizzato

Art Director: Lucy Logan

Copywriter: Holly Burgess

Senior Agency Producer: Eliza Malone

Content Producer: Lucy Appleyard

Print Producer: Kirstie Gadsden

Motion Designer: John Angless

Group Business Director: Amanda Nicoll

Account Director: Chloe Erftemeyer

Film Production: Playtime

Director: Gracie Otto

DOP: Stefan Duscio

Executive Producer: Oliver Lawrance

Producer: Tom Slater

Stylist: Ella Murphy

Hair & Makeup: Alan White & Gillian Campbell 

Offline editor: Rohan Zerna - The Butchery

Colourist: CJ Dobson - The Refinery

Online artist: Chris Betteridge - The Refinery

Post Producer: Freya Maddock

Sound: Sam Hopgood - Bang Bang Studios

Music: Level Two, Electric Dreams

Track: Day Ones - JessB

 

Photography Production: M.A.P.

Photographer: Nicole Bentley

Producer: Adam Watson

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