Summer days in the outback can only mean one thing … it’s time to get your kit off.
The latest campaign from Bonds, via Leo Burnett Melbourne, pays homage to the all-too-familiar summer days when it’s so hot you’ve just got to lounge around in your undies.
Marking the launch of the new Bonds Originals underwear range, Bonds took an Australian fashion director, photographer and a propeller plane full of crew to arguably the hottest place in the world - the middle of the outback.
Chief creative officer at Leo Burnett, Jason Williams, says it’s fashion with a bit of Aussie tongue in cheek that doesn’t take itself too seriously.
“We wanted to take Bonds somewhere completely different to where they’ve been playing, while anchoring them in their roots as an iconic Australian brand,” Williams says.
Directed by Gracie Otto, the film tells of a small desert town where it’s too hot for anyone to wear clothes, or do much at all.
It was filmed in iconic Coober Pedy and a few locals also happen to make an appearance throughout the spot in their Bonds.
Marketing manager for Bonds, Michelle Taylor, says the launch felt like the perfect time to also bring back its original tagline, ‘Gotta be Bonds’, “and breathe some new life into it”.
The ads will appear across TV, outdoor, social and online from this week.
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Head of Copy: Sarah McGregor
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Agency Producer: Eliza Malone
Print Producer: Kirstie Gadsden
Group Business Director: Amanda Nicoll
Account Director: Chloe Erftemeyer
Film Production: Playtime
Director: Gracie Otto
DOP: Stefan Duscio
Executive Producer: Oliver Lawrence
Producer: Tom Slater
Stylist: Karla Clarke
Hair & Makeup: Koh & Victoria Baron
Post Production: Arc/Alt VFX
Editor: Simon Price – Arc
Colourist: Edel Rafferty
Sound: Sam Hopgood - Bang Bang Studios
Music: Karl - Level Two
Track: Jazz Party - Rock n’ Roll Graveyard
Photography Production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson