Bonds flips idea of white Christmas

13 November 2018

Creative Agency: Leo Burnett Melbourne
Media Agency: OMD Melbourne

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Bonds takes white Christmas Down Under in the new campaign via Leo Burnett Melbourne.

Bonds is celebrating a white-hot Aussie Christmas with its new festive campaign that asks viewers to get into the holiday spirit. In the spirit of gift giving, Bonds has unleashed a sleigh-full of summery and sparkly presents for the entire family.

Created by Leo Burnett Melbourne, 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 30-second spot features all-star cast including Indigenous model Lilla Lowanna, Triple J presenter Tanya Bunter, Aussie model Kawani Prenter and Melbourne couple, Damian Meredith and Brendan Leith.  

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," she says.

The film forms part of Bonds’ wider Christmas campaign across social, online and out-of-home, 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. 

Credits

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

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