Bonds enlists Gen Z creators to shoot new ‘As Worn By Us’ campaign via Special Australia

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Bonds has unveiled the latest iteration of its ongoing brand platform ‘As Worn By Us’ via Special, handing creative control to four Gen Z content creators to bring their personal take on the iconic Aussie label to life.

 

Building on the success of last year’s campaign, which featured Australians aged 0 to 100 wearing Bonds across different life stages, this new iteration puts the spotlight on how a new generation styles and experiences the brand. From The Chesty to The Crop, the featured products are reinterpreted with a distinctly youthful lens.

Armed with 35mm point-and-shoot film cameras, each creator captured their own imagery and video content, resulting in a suite of raw, self-directed assets that reflect Bonds’ ongoing commitment to authenticity and individuality.

The campaign is live rolling out across social, point of sale and out-of-home. High-impact placements include interactive murals and a large-scale installation at Melbourne International Airport.


Bonds enlists Gen Z creators to shoot new ‘As Worn By Us’ campaign via Special Australia

Bonds
Head of Marketing: Kedda Ghazarian
Marketing Manager: Liz Coburn
Marketing Manager: Caitlin Porter
Brand Manager: Edwina Moller

Special Australia
Chief Executive Officer: Lindsey Evans
Chief Creative Officer: Julian Schrieber
Chief Creative Officer: Tom Martin
Executive Creative Director: Ryan Fitzgerald
Creative: Laura Grimshaw
Creative: Hannah Mccowatt
Managing Director: Sasha Firth
Chief Strategy Officer: Bec Stambanis
Head of Strategy: Nathan Rogers
Business Director: Marnie Dunn
Business Director: Ayesha Kithulegoda
Account Manager: Mads Williams
Design Director: Sabine Schwarz
Designer: Cam Morris
Head of Content: Sophie Simmons
Producer: Glen McLeod
Producer: Danielle Senecky
Producer: Di Williams
Production Assistant: Aleisha Winslow
Production Assistant: Ada Tuna

Visual Thing
Editor: Max Robins

Rumble Studios
Executive Producer: Michael Gie
Sound Producer: Bec Ivanov
Sound Engineer: Liam Annert

Media Agency: OMD Australia

Casting: Byrne Creative
Casting Director: Sarah McGrath

 

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