Christmas is THE retail moment – and every year, every brand slugs it out with advertising to own the season’s sentiment.  We took a different tack. We used it as a moment to celebrate what feeds the Christmas spirit: the powerful “bonds” between us, a celebration of relationships so close, you buy each other undies at Christmas. We told stories that captured the breadth and depth of unique Australian bonds – stories that sold product and ultimately triggered bigger conversations about culture, love and acceptance.