Melbourne-based creative agency Taboo kicked off its first-ever project with Bonds at the weekend, as the team unveiled an all-new consumer activation at this year’s Splendour in the Grass festival.
The activation – Bonds Bedrooms – offered an unexpected bedroom experience, combining comfort with self-expression to appeal to the modern music lover’s need for unique content creation. For this year’s festival-goers, it offered a stylish and fun hang out destination, while delivering exclusive rewards and entertainment along the way.
Taboo’s creative director, Reece Hobbins, said the project had been an incredibly rewarding one to work on: “In the Bonds Bedrooms we celebrated the comfort, intimacy and individuality of what a real bedroom represents. It’s a space you express your true self, your personality, your dreams, a very personal interpretation of the world and also somewhere you can share your inner thoughts with your closest friends.”
The activation aligned with the launch of Bonds’ “Get Real” campaign for its youth underwear range, Retro Rib. The range was designed to help women feel confident and comfortable in their own bodies, irrespective of size, background or personal style.
Even the activation’s façade encouraged festival-goers to “Get Real” and express themselves. Attendees were invited to pen real and honest thoughts and feelings about who they are on its exterior, sharing their vulnerabilities with peers in order to celebrate their similarities and differences.
While visiting the festival activation, guests had the opportunity to win prizes from beloved millennial brands like MECCA, UE Boom, Polaroid and Breathe Bell Tents.
Said Michelle Taylor, marketing manager, Bonds: “In close partnership with Taboo, a huge level of research, creativity and attention went into this project – we loved seeing the visitor response over the weekend.”