Too hot? Bonds says get your kit off

19 February 2018

Creative Agency: Leo Burnett Melbourne

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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.


Client: Bonds

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


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