"We wanted to create a campaign that really promoted equality and acceptance of the LGBTQIA+ community in places where our audience lives, works and plays."
Product shots pictured above.
Bespoke out-of-home and street poster company Revolution360, part of VMG, has rolled out a Sydney WorldPride Out-of-Home campiagn for underwear brand Bonds to empower the LGBTQIA+ community.
Displayed across Revolution360’s Sydney network, the campaign showcases Bond's latest collaboration with queer artist Kris Andrew Small as part of the city’s WorldPride celebrations. Aimed to target Aussies as they wander urban and inner Sydney suburbs.
Small, an internationally acclaimed artist known for his fusion of colour, typography, pattern and collage, was engaged by Bonds to create a series of abstract visuals to feature on campaign collateral, along with Bonds’ official Pride apparel and underwear range.
The partnership with Small is the latest offering in Bonds’ UnGENderwear Project - a multi-year initiative, focused on breaking down gender stereotypes in the fashion industry.
Kris Andrew Small in front of OOH campaign.
Bonds’ marketing manager Kedda Ghazarian said: "Revolution360’s out-of-home network and commitment to creative thinking provided the perfect environment for Bonds.
"We wanted to create a campaign that really promoted equality and acceptance of the LGBTQIA+ community in places where our audience lives, works and plays.
“We know young people often struggle to feel accepted in their formative years. Revolution360’s creative campaign delivery and network not only allowed us to have a critical physical presence during WorldPride, but create a vibrant reminder to celebrate what makes us Proud To Be Me.”
Revolution360 national sales director Josh Fitzgerald said: “Our partnership with Bonds is a true demonstration of a campaign with heart.
"This out-of-home series was about more than just driving sales or growing the customer base; it was about showcasing Bonds’ commitment to LGBTQIA+ advocacy.
"I’m incredibly proud of this campaign and its impact, particularly the ability to showcase Kris’ work and his message of queer empowerment.”
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