Bonds' annual Baby Search returns with a twist via Special Group Australia

22 February 2021

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Bonds has introduced 21 new, not-so-cutesy categories across baby, pet and bumps.

The annual Bonds Baby Search has returned as Bonds ‘Every Baby’ Baby Search in 2021.

Babies are beautiful, but honestly they’re also pretty funny-looking at times too - so to celebrate all of their unique expressions, Bonds has introduced 21 new, not-so-cutesy categories across baby, pet and bumps.

Created in partnership with Special Group Australia, this year’s revamped Bonds Every Baby Baby Search aims to recognise and honour the hilarious, chaotic and unedited reality of babies.

The campaign, which will be running across social and on Bonds’ owned channels, features new authentic categories including triple chin, milk drunk, poop face, I’m so sad, not my best angle, tell me how cute I am, it wasn’t me, twinning, still cooking, werk werk werk, and more.

“Babies are beautiful, but honestly they are also pretty funny looking a lot of time," Bonds head of marketing Karen Dwyer says.

"This year we reflect that with the evolution of our Baby Search program which celebrates babies for all of their looks, not just the cute and perfect ones."

Special Group Australia partner and chief creative officer Julian Schreiber says: “Bonds Baby Search needs no introduction. It’s the competition that Aussies have fond memories of. But this year, Bonds has gone one step further to act on their belief of celebrating every baby equally, by levelling the playing field with more winners and a bigger prize pool.”

Special Group Australia founding partner - Melbourne Rebecca Stambanis says: “Bonds Baby Search is an incredibly loved competition by many Australians, but this year we wanted to do something that reflected and included all babies, the crying babies, the cute babies and the hungry babies. It is Bonds’ mission to make the world a comfier place for all and what better way to do that than to celebrate every baby in a very real way.”


Creative Agency: Special Group Australia
Founding Partner & CEO: Lindsey Evans
Founding Partner & Managing Director: Cade Heyde
CCO & Partner: Julian Schreiber
CCO & Partner: Tom Martin
Found Partner Melbourne & Strategy Director: Rebecca Stambanis
Strategy Director: Anna Bollinger
Senior Creatives: Sian Binder & Lea Egan
Head of Design: Adam Shear
General Manager: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Head of Production: Nick Lilley
Producer: Stephanie Wilkinson

Client: Bonds Australia
Head of Marketing (Acting): Karen Dwyer
Marketing Manager: Megan Voss
Senior Brand Manager: Andrea Biagini

Production Company: Exit Productions
Director: Billie Pleffer
Producer: Fiona Pakes
Production Company: Chee Productions
Producer: Matt Chee & Tamiko Wafer

Post Production: The Editors
Executive Producer: Charlotte Griffiths

Offline Edit: Leila Gaabi

2nd Offline Editor: Maria Papoutsis
Online Editor: Matt Edwards
Music: Level 2 Studios
Audio Post Production: Rumble Studios
Sound Designer: Liam Annert
Audio Post Producer: Fiona Dunn

Media agency: NMPI

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