Bonds celebrates 100th birthday with a dance party

27 July 2015

Creative Agency: Leo Burnett Melbourne

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Iconic Aussie underwear brand, Bonds, has launched its biggest campaign ever to celebrate its centenary year. It features a dance party and some mathematics. Who said counting wasn't fun?

The TV ad was created by Leo Burnett Melbourne and is set to the Australian INXS song, “What You Need.” It brings Australians of all ages together to celebrate through dance and movement the spirit of the brand over 100 years. Five 20-year-olds, 200 6-month olds and a 75-year old mixing it up with a 25 year-old are all part of the “100 year” cast who represent the love, colour and life of Bonds.

“We want to celebrate our 100 years with a campaign that engages with all Australians across all demographics and showcases our wide product offering. The INXS track captures our Australian spirit, and we felt it was fitting for our 100-year celebration,” said Emily Small, senior marketing manager of Bonds.

Melinda Geertz, CEO of Leo Burnett Melbourne, added: “In true Bonds tradition, we’ve used the language of music and dance to bring to life Bonds’ 100 year milestone, and we’ve paid tribute to the everyday Australians who have made Bonds such an iconic Australian brand.”

Leo Burnett has been working with Bonds for the last year in both the retail and brand space.

Bonds was founded in 1915 by George Bond and is Australia’s largest underwear brand.

Campaign credits:

Senior Marketing Manager, Underwear Group - Emily Small
Senior Brand Manager – Caroline Bourke

Leo Burnett Melbourne:
Executive Creative Director – Jason Williams
Creatives – Joe Hill / Garret Fitzgerald
Group Account Director – Amanda Nicoll
Senior Producer – Cinnamon Darvall

Goodoil Films:
Director – Uncle Friendly
DOP – Stefan Duscio
Producer – Llew Griffiths

The Butchery - Jack Hutchings 

The Refinery - Eugene Richards

INXS "What you Need" Remix - Toby Burvill
Licensing Level Two - Karl Richter 
Soundmix SoundLounge - Sam Hopgood 

Choreographer – Vincent Paterson

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