Bonds launches Bonds Baby Cover for new parents in cheeky campaign via Special


Bonds and Special are set to launch Bonds Baby Cover, a comprehensive policy for new parents, with Aussie comedian, Anne Edmonds. Because with babies, anything can happen.


For decades, Bonds has supported Aussie families through the early years of childhood, with its innovative and much-loved babywear products. Now it’s taking that support a step further, with the launch of a cheeky new platform: Bonds Baby Cover. A comprehensive ‘poo-licy’ for new parents, developed by Special.

This tongue-in-cheek policy compensates parents for the first-time parent experience with free Bonds babywear, from Thursday 19th May.

During its 12 month Baby Cover Policy, parents can make a claim for a free Bonds product, on any of the following:

-Natural disasters: Includes Poo-splosions and strong wind.
-Vandalism: Claim for wilful damage caused by crayon/makeup/finger-painting
-Accidental damage: Accidental-probably-on-purpose damage caused by your baby. i.e, broken family heirlooms, keepsakes, memorabilia.
-Third party: Claim when it goes everywhere and on everyone

This one of a kind ‘poo-licy’ is spearheaded by comedian, first time mother and now Bonds Baby Cover Claims Assessor, Anne Edmonds.

Says Edmonds: “As a new mum myself, this brilliant idea hit home for me in more ways than one, oh boy.”

As part of the Baby Cover Policy, parents also get great member benefits, such as discounts, free shipping, VIP (Very Important Parent) access to new product collabs, and birthday gift.

Says Lea Egan, creative director, Special Group: “As parents ourselves, it was so great to get to work with such smart, funny mums on this project, from director Steph Smith, to our amazing talent Anne who (like the total legend that she is) came to set with her four month old!”

Says Megan Voss, marketing manager, Bonds: “Bonds is excited to be able to support first time parents as they navigate their way through the unexpected journey and joys of being parents.”

New parents can sign up at

Client: Bonds Australia
Head of Marketing: Kelly McBride
Marketing Manager: Megan Voss
Brand Manager: Andrea Biagini

Creative Agency: Special Australia
CEO & Partners: Lindsey Evans & Cade Heyde
CCO & Partners: Julian Schreiber & Tom Martin
Creative Directors: Sian Binder & Lea Egan
Creatives: Chris Andrews & Chris Ellis
Strategy Partner: Rebecca Stambanis
Senior Strategist: Lucy Cochran & Leoni Simon
Design Director: Keir Vaughan
Designer: Bella Plush
Digital Director: James Simmons
Digital Producer: Shivangi Prabhavalkar & Stacey Szabo
General Manager: Paige Prettyman
Team Lead: Georgia Newton
Business Manager: Phoebe Peralta & Timmi Tsapaliaris
Executive Producer: Sophie Simmons
Production Coordinator: Fiona Dunn
Finished Artist: John Riviera

Production Company: Playtime
Director: Stef Smith
Executive Producer: Florence Tourbier
Producer: Bonnie Fay
Director of Photography: Earl Dresner
Post Production House: The Editors
Post Producer: Adrian Konarski
Offline Editor: Grace O’Connell
Colourist: Greg Elvis
Online Editor: Matt Edwards
Sound: Gusto Studios
Sound Producer: Brigid Giles-Webb
Sound Engineer: Colin Simkins

Production Company: The Kitchen
Photographer: Alexandrena Parker
Producer: Zabrina Wong
Retouching: Visual Thing

Media agency: OMD
Business Director: Laura Nathan
Strategist: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account Executive: Amy Hallinan
Trading Director: Sam Hey
Trading Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Media Assistant: Kailam Dirckze
Activation Account Manager: Lisa Le
Activation Executive: Sherwin Lee

Bonds launches Bonds Baby Cover for new parents in cheeky campaign via Special Bonds launches Bonds Baby Cover for new parents in cheeky campaign via Special