Anne Edmonds in Bonds Baby Cover via Special

16 May 2022

Advertiser: Bonds
Creative Agency: Special Australia
Media Agency: OMD

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Parents can make a claim for a free Bonds product during their 12 month contract.

Bonds has unveiled a cheeky platform: Bonds Baby Cover: A comprehensive ‘poo-licy’ for new parents.

This tongue-in-cheek policy compensates parents for the first-time parent experience with free Bonds babywear.

During their 12 month Baby Cover Policy, parents can make a claim for a free Bonds product, on any of the following:

-Natural disasters: Includes Poo-splosions and strong wind.

-Vandalism: Claim for wilful damage caused by crayon/makeup/finger-painting

-Accidental damage: Accidental-probably-on-purpose damage caused by your baby. i.e, broken family heirlooms, keepsakes, memorabilia.

-Third party: Claim when it goes everywhere and on everyone!

Comedian, first time mum and now Bonds Baby Cover claims assessor, Anne Edmond says: “As a new mum myself, this brilliant idea hit home for me in more ways than one, oh boy."

Lea Egan, Special Group creative director: “As parents ourselves, it was so great to get to work with such smart, funny mums on this project, from director Steph Smith, to our amazing talent Anne who came to set with her four month old!”


Client: Bonds Australia

Head of Marketing: Kelly McBride

Marketing Manager: Megan Voss

Brand Manager: Andrea Biagini

Creative Agency: Special Australia

CEO & Partners: Lindsey Evans & Cade Heyde

CCO & Partners: Julian Schreiber & Tom Martin

Creative Directors: Sian Binder & Lea Egan

Creatives: Chris Andrews & Chris Elis

Strategy Partner: Rebecca Stambanis

Senior Strategist: Lucy Cochran & Leoni Simon

Design Director: Keir Vaughan

Designer: Bella Plush

Digital Director: James Simmons

Digital Producer: Shivangi Prabhavalkar & Stacey Szabo

General Manager: Paige Prettyman

Team Lead: Georgia Newton

Business Manager: Phoebe Peralta & Timmi Tsapaliaris

Executive Producer: Sophie Simmons

Production Coordinator: Fiona Dunn

Finished Artist: John Riviera


Production Company: Playtime

Director: Stef Smith

Executive Producer: Florence Tourbier

Producer: Bonnie Fay

Director of Photography: Earl Dresner

Post Production House: The Editors

Post Producer: Adrian Konarski

Offline Editor: Grace O’Connell

Colourist: Greg Elvis

Online Editor: Matt Edwards

Sound: Gusto Studios

Sound Producer: Brigid Giles-Webb

Sound Engineer: Colin Simkins


Production Company: The Kitchen

Photographer: Alexandrena Parker

Producer: Zabrina Wong

Retouching: Visual Thing

Media agency: OMD

Business Director: Laura Nathan

Strategist: Susie Wall

Account Director: Camilla Wallace

Account Manager: Michael Gregory

Account Executive: Amy Hallinan

Trading Director: Sam Hey

Trading Manager: Tilly Johnstone

Trader: Spencer Egan-Tanner

Media Assistant: Kailam Dirckze

Activation Account Manager: Lisa Le

Activation Executive: Sherwin Lee

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