Breaking stereotypes of femininity
To launch the first Women's only release of the Bonds Originals product, Leo Burnett created "The Queendom" - a sassy twist on the traditional Kingdom that challenges stereotypes of women and femininity.

The range was made for young women and Bonds wanted to create a space where confidence rules, without losing the Bonds sense of humour.

The film was part of a wider social campaign with a suite of short form content and interviews. It coincided with a grassroots fundraising event in store and online with the REACH Foundation, where profits from Bonds Originals went to support life-changing workshops for young girls.