Protecting your assets, maintaining your tackle and winning the ball game.
Bonds enlisted industry experts to explain the benefits of ‘protecting your assets’, ‘maintaining your tackle’, and ‘winning the ball game’ in a new campaign for Bonds Total Package.
The campaign, created by Special, launches Bonds’ newest innovation in men’s undies, Bonds Total Package. Bonds has created an underwear offering that separates and supports, taking comfort to a whole new level, and cementing Bonds’ position as the leader in comfort and innovation.
Bonds marketing manager, Kedda Ghazarian: “Bonds new Total Package is the next generation in mens undies with design innovation that supports his bits like never before. We hope our cheeky campaign will resonate with men across Australia and help him understand the comfort that awaits”.
Lea Egan, creative director at Special: “The innovative pocket pouch in Bonds Total Package separates and supports, but obviously it’s a bit hard to show that on camera. So we had to find a way to explain how this new innovation worked, without actually showing it.”
Bonds Total Package is supported by OLV, social, OOH, and podcast integration.
CREDITS
CLIENT: Bonds
Head of marketing: Kelly McBride
Marketing manager: Kedda Ghazarian
Brand manager: Edwina Moller
AGENCY: SPECIAL AUSTRALIA
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
Head of strategy/ partner: Rebecca Stambanis
Strategy director: Nathan Rogers
Strategist: Jack Gilbert
Creative directors: Sian Binder & Lea Egan
Creatives: Simon Dalla Pozza & Lewis Aramayo
Design director: Keir Vaughan
Designer: Bella Plush
Team lead: Georgia Newton
Business director: Michelle Braslin
Business manager: Phoebe Peralta & Timmi Tsapaliaris
Senior producer: Sophie Simmons
Stills producer: Emily Willis
PRODUCTION PARTNERS:
Director: Ariel Martin
Production company: Airbag
Executive producer: Alex Tizzard
Executive producer: Martin Box
Producer: Christine Tan / Fiona Pakes
DOP: Tim Tregoning
Offline editor: Charles Ivory
Grade/Online: Ben Eagleton
Post production - White Chocolate
Stills: Daphne Nguyen - B&A
Retouching: Visual Thing - Ashley Peat
Sound House: Rumble
Sound engineer: Cam Milne
Sound EP: Michale Gie
MEDIA AGENCY:
Media agency: OMD
Business director: Laura Nathan
Strategist: Susie Wall
Account director: Camilla Wallace
Account manager: Michael Gregory
Account executive: Amy Hallinan
Trading manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Activation account manager: Lisa Lee
Media assistant: Kailam Dirckze
