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