Bonds

An iconic Australian brand

THE CHALLENGE

Bonds is beloved. It’s iconic -  embraced by everyone in Australia.  But competitors are putting the pressure on.  The brand is being challenged on all fronts, and the need to reinforce Bonds’ leadership, its fashion credentials and its sense of fun has never been more important.

THE CREATIVE SOLUTION

Each campaign has been created to connect with our most important audience – women. Whether it’s celebrating 100 years through music and dance, or dramatizing “uncomfytales” from the past, we’ve made sure that Bonds connects with Australian women and holds its #1 status in underwear.

Additional projects