“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
