Hot Town
Contemporising an Aussie Icon
Bonds is beloved in Australia. But with increased competition locally and globally, younger women were choosing other brands. Bonds was losing their affection and loyalty; more and more, they saw it as their mum’s brand.

We saw an opportunity to better connect with the Millennial mindset and find a more contemporary brand and fashion narrative – while staying true to the Bonds’ playful, Australian DNA. We resurrected “Gotta Be Bonds”, bringing it to life with a series of campaigns that gave Bonds the fun, diversity and attitude it needed.  Sales rocketed, as did the “brand for me” metric.