Bonds gets back to basics in new campaign for Bonds Retro Rib range via The Arc Factory

Bonds has launched a new campaign via The Arc Factory to celebrate the launch of Retro Rib; the brand-new Originals Underwear range from Bonds.

Fronted by Australian WNBA basketball superstar Liz Cambage, the unfiltered and raw campaign celebrates getting back to basics in the Bonds underwear you love and trust – with a retro twist. The new range is brought to life in diverse stills and video campaign, that launches this week.

Pushing for gender equality and redefining traditional standards of womanhood, 27-year-old Liz Cambage is literally larger than life. Standing at over 2m tall, the Commonwealth Games gold medallist and Olympian is currently holding the WNBA single-game scoring record.

Says Emily Small, head of marketing, Bonds: “Bonds Retro Rib campaign is designed to help women feel at home in their bodies – no matter their cup size, background or personal style. Our campaign trailblazers reflect the body positivity and inclusivity that Bonds champion.”

The ‘Get Real’ video, stars dynamic campaign line-up personalities including Liz Cambage, eco warrior and women’s rights advocate Emma Breschi, freckled beauty Tehya Elam and rising star India Graham. These diverse Bonds girls encourage all Aussie women to embrace who they are – to get confortable with that brings us together and the beautiful quirks that set us apart.

The Bonds Retro Rib campaign is live outdoor, in-store, POS, online and digital.

Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Senior Brand Manager: Kedda Ghazarian
Agency: ARC Factory
Account Manager: Crimson Dunstan
Photographer: Nick Leary
Hair: Neeko
Make up: Ozzy
Stylist: Gadir Rajab
Video: Good Cop Bad Cop