Bonds unveils 'As worn by us' via Special

8 April 2024

Advertiser: Bonds
Creative Agency: Special Australia
Media Agency: OMD

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"Travelling from Mullumbimby to Perth, Melbourne to the Tiwi Islands, capturing footage of everyday Australians wearing Bonds."

For many people, Bonds is what they wear throughout their lives. To remind the nation of the uniquely beloved place the brand holds across all ages and demographics, Bonds has launched a new brand platform: 'As worn by us'.

Created by Special Group and produced by Wildebeest, more than 20 days were spent on the road, travelling from Mullumbimby to Perth, Melbourne to the Tiwi Islands, capturing footage of everyday Australians wearing Bonds.

The campaign includes a suite of films voiced by Noni Hazelhurst. Each spot starts where the last one left off to present a seemingly never ending chain of Australians in Bonds; demonstrating that no matter who they might be, chances are they're wearing the brand.

For OOH, the teams captured more than 100 photographic portraits of Australians wearing Bonds at every year of life from ages 0 to 100.

A large-scale installation at Melbourne’s Parliament Station saw all the portraits presented together, showcasing an array of characters from farmers to wrestlers to dancers to accountants, beginning with newborn, Adeline, in her Bonds Newbies and concluding with 100-year-old Geoffrey, in his Chesty. 

Bonds head of marketing Kedda Ghazarian said 'As worn by us' is a proud reflection of the simple and unique truth that Bonds can be found in almost every Australians' undie or sock drawer.

"The campaign is a celebration of these stories, connections and the unique bond we all share – from the littlest newborn bub to the 100-year-old still rocking our humble Chesty singlet," said Ghazarian.

Special ECD Ryan Fitzgerald said when it comes to wearing Bonds, there’s often only one-degree-of-separation between us all.

"Bringing these connections to life took us all over the country. So many beautiful folks invited us into their lives and in many cases, stripped down to their undies.

"Seeing the authentic love out there for Bonds was something to behold and spectacular proof that it really is the brand as worn by us," said Fitzgerald.

The campaign runs for the remainder of the year. It will feature across TV, cinema, social, point of sale, national OOH including the Parliament Station takeover and a Melbourne tram wrap.




General Manager, Marketing: Kelly McBride

Head of Marketing: Kedda Ghazarian

Brand Manager: Edwina Moller



Agency: Special Australia

Partner/CEO: Lindsey Evans

Partners/CCO: Julian Schreiber & Tom Martin

Partner/CSO: Bec Stambanis

Executive Creative Director: Ryan Fitzgerald

Head of Strategy: Nathan Rogers

Strategist: Laura Wiseman

Creative Director/Creative: Toby Moore

Creative Director/Creative: Kia Heinnen

Creative: Alexandra Antoniou

Team Lead: Georgia Newton

Business Director: Marnie Dunn

Business Manager: Ayesha Kithulegoda

Head of Film & Content Production: Sophie Simmons

Lead Producer: Charlotte Wren

Design Director: Sabine Schwarz

Designer: Sarah Ristevski



OMD Australia




Production Company: Wildebeest

Director & Photographer: Luis Gerard

Cinematographer: Edward Goldner

Additional Photography: Levin Mundinger

Managing Director: Jarred Osborn

Executive Producer: Josie Baynes

Producer: Rachael Morrow

Digital Assistant: Darcy Scales

Stylist: Bridgette Hungerford



Casting Company: Studio P

Casting Director: Peta Dermatis



Editor: Stewart Arnott

Colourist: Wade Odlum & James Graham, Alter Ego Post

Colour Assistant: Daniel Saavedra, Alter Ego Post

Producer: Spencer Butt, Alter Ego Post

Online Production: Manimal Post

Online Operators: Denzil Heeger & Ryan Brett, Manimal Post

Post Producers: Hannah Byrnand & Rachael Vowles, Manimal Post


Photography Retouching: Visual Thing



Sound House: Rumble Studios

Executive Producer: Michael Gie

Producer: Bec Ivanov

Sound Engineers: Sean Wilkinson

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