Bonds launches ‘The Future is in your Undies’ campaign via Special Group Australia in next big step toward a more sustainable future
Iconic Australian underwear and clothing brand Bonds has launched its new brand platform ‘For the Greater Comfy’ with the release of its latest campaign the first from Special Group Australia, designed to inspire people to join their journey to make the world a comfier place for all.
Bonds’ playful and bold brand platform depicts its undies, socks and clothing as a symbol of change, while simultaneously showcasing Bonds’ more sustainable product ranges made with GOTS-certified organic cotton, recycled polyester or Aussie-grown cotton.
‘The Future is in your Undies’ campaign is running across TV, out-of-home, cinema, online, in-store and across social media.
Says Karen Dwyer, head of marketing, Bonds: “At Bonds, we’re on a mission to make the world a more comfortable place for everyone. Feeling good begins with doing good and a more comfortable, liveable planet won’t make itself. That’s why our range of undies, socks and apparel are not only comfy for your body, but help to make the planet comfier too.”
Says Julian Schreiber, CCO and partner, Special Group Australia: “It’s rare you get to tell the world that the future is in their undies. It’s a bold, simple and very Bonds way to announce their more sustainable ranges. We’re very proud that they let us help them do it.”
Says Bec Stambanis, founding partner – Melbourne, Special Group Australia: “‘The Future is in your Undies’ is all about making the future a comfier place for all of us, one pair of undies at a time. Often positive acts of change can feel big and daunting, so instead we do nothing. So, by wearing Bonds Aussie cotton, recycled polyester and organic cotton products as symbols, we want to show that you can create change by simply changing your socks or undies.”
Creative Agency: Special Group Australia
CEO: Lindsey Evans
Strategy Partner: Rebecca Stambanis
CCO & Partner: Julian Schreiber
CCO & Partner: Tom Martin
Senior Creatives: Sian Binder, Lea Egan & Hans Christian Berents
Designer: Dan Jones
General Manager: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Head of Production: Nick Lilley
Senior Producer: Sevda Cemo
Stills Producer: Laura Midalia
Client: Bonds Australia
Head of Marketing (Acting): Karen Dwyer
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Assistant Brand Manager: Caitlin Robertson
Production Company: Finch
Director: Sam Hibbard
Producer: Nick Simkins
Director of Photography: Shelley Farthing-Dawe
Offline Edit: The Editors
Offline Editor: Mark Burnett
Online Editor: Drew Downes
Post Production: Atticus
Music Supervisor: Level Two Music
Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Cam Milne and Liam Annert.
Social Videographer: Joshua Heath
Editor: Fraser Kelton
Post Production: Special Group
Stills
Production Company: Assembly Agency
Photographer: Duncan Killick
Producer: Kate Austin
Retouching: Visual Thing
Media agency: OMD
24 Comments
The production value is all a bit suss. Looks like iPhone content and not in a cool “Shot on iPhone” way. Just a bit nothing really. Big cast and budget for very little idea.
Change agency, do the same work. Why bother?
Except that Australian-grown cotton is draining our rivers dry… hardly sustainable
As the darling child of the Hanes group, it’s well known that Bonds gets the biggest budgets to play with – so this is wildly underwhelming. It’s done the obligatory diversity tick and not much else. Masking the lack of concept behind ‘quirky’ people dancing is why Australia has such a low bar when it comes to fashion advertising. Better luck next time.
This film makes me sad about film craft
Bonds is made in China. Pacific Brands should stop pretending to be Australian. It stinks of insincerity and dirty laundry.
And no film craft, 3 strikes?
So much chat from Special about their big Bonds win and then they go and produce this.
Looks like a longform Tik Tok to me. Maybe should’ve given the brief to some Tik Tok creators?
When I read the line, I thought it had potential to be pretty cool. Like, our future relies on our genitals being well supported, right?
Maybe there’ll be a sequel..
No strategy, or idea or craft…
So they ship the Aussie cotton to china, make the undies there and then ship them back to Australia?
Am I reading that wrong?
Kind of derivative of one of the best lines ever (in my humble opinion) “Taste the future in your mouth” The guys at Special know it well.
https://www.youtube.com/watch?v=J-93vOdBMro
Looks like you really f*cked that pitch process up.
Feels like more of the same from Bonds – but with an endline that the average Jo/Joe won’t understand.
i also love that campaign but isn’t this just a play on ‘the future is in your hands’?
‘taste the future in your mouth’ is just bonkers keoghian brilliance.
Undies for hipsters. Undsters.
You see this Uber eats thing over here – it’s nothing to do with you
Completely underwhelming, direction and cinematography feel incredibly cheap.
Lol at the person that said Bonds gets the big budgets. They really don’t. But this is really underwhelming – feels like a mish mash of the Leos work but with a less well-crafted, deft hand.
Special Group, Finch and Co have just taken it to the next level!
Bold, brave, and pungently refreshing for a brand to admit that life is sometimes not greener on the other side. It’s browner.
So self-conscious it hurts!
So my vagina is the future, that’s what they’re saying right? This is all feeling very NQR.