BONDS gets back to basics with a retro twist

16 July 2019

Advertiser: Bonds

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Australian WNBA basketball superstar Liz Cambage stars in the new BONDS campaign which reflects "body positivity and inclusivity".

Australian brand BONDS has launched Retro Rib, the brand-new Originals Underwear range from Bonds.

Fronted by Australian WNBA basketball superstar Liz Cambage, the campaign celebrates getting back to basics in the Bonds underwear you love and trust - with a retro twist.

Pushing for gender equality and redefining traditional standards of womanhood, 27-year-old Liz Cambage is literally larger than life. Standing at over 2m tall, the Commonwealth Games gold  medallist and Olympian is currently holding the WNBA single-game scoring record.

The new range is brought to life in stills and a video campaign via The Arc Factory.

“BONDS Retro Rib campaign is designed to help women feel at home in their bodies - no matter their cup size, background or personal style," says Emily Small, head of marketing at Bonds.

"Our campaign trailblazers reflect the body positivity and inclusivity that BONDS champion.”

The ‘Get Real’ video stars Liz Cambage, eco-warrior and women’s rights advocate Emma Bresch, freckled beauty Tehya Elam and rising star India Graham.

The BONDS Retro Rib campaign is live in-store, POS, online, outdoors and digital.


Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Senior Brand Manager: Kedda Ghazarian

Agency: ARC Factory
Account Manager: Crimson Dunstan
Photographer: Nick Leary
Hair: Neeko
Make up: Ozzy
Stylist: Gadir Rajab
Video: Good Cop Bad Cop

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