Bonds launches Bonds Home bedding with AR bedtime routine experience via Special and Buck
Bonds has launched into bedding with its latest campaign for Bonds Home via Special, a range of bold, colourful sheets for adult, kids and baby that adds another notch to Bonds’ comfy sleep credentials and firmly cements the brand as the home of sleep for the whole family.
The campaign hones in on the kids sheets offering with an innovation that tackles the familiar bedtime routine challenges faced by parents across Australia. Each sheet in the range unlocks an innovative guided augmented reality experience with magical AR animals that roar to life to help with the bedtime routine. The AR experience was developed in partnership with creative company, Buck.
Says Lea Egan, creative director at Special: “Getting kids to bed can be challenging (to put it mildly). We wanted to create a tool for parents and kids to make the night-time routine a bit more fun. The SnooZoo. A bunch of playful AR animals who love going to bed, unlocked by the sheets themselves. A great way to promote the range, and give parents a helping hand at the same time.”
Says Erica Ford, executive producer at Buck: “The moment we received the brief, we immediately saw an opportunity to elevate the AR experience beyond what can sometimes be a low fidelity product. Together we focused on pushing the quality of the piece, and for us, the loose and playful animation is a stand out.”
The two-phase integrated campaign, created in partnership with Special Australia and Buck, also includes an initial teaser phase that puts a playful twist on the classic logo, changing the brand name ‘Bonds’ to ‘BONDZZZZZ’.
Says Kedda Ghazarian, marketing manager, Bonds: “The Bonds Home range is our first exciting launch into the world of bedding, and we wanted to do it with a bang! Our bold, colourful sheet patterns are matched by an equally bold campaign by Special, with augmented reality innovation that defies category expectations.”
Client: Bonds Australia
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Creative Agency: Special Australia
Founding Partners: Lindsey Evans & Cade Heyde
Strategy Partner: Rebecca Stambanis
Senior Strategist: Lucy Cochran
CCO & Partners: Julian Schreiber & Tom Martin
Creative Directors: Sian Binder & Lea Egan
ACDs/Creatives: Peter Cvetkovski & Adam Ferrie
Design Director: Keir Vaughan
Designer: Bella Plush
Digital Director: James Simmons
Digital Producer: Shivangi Prabhavalkar & Stacey Szabo
Creative Technologist: Laurant Marcus
General Manager: Paige Prettyman
Team Lead: Georgia Newton
Business Manager: Phoebe Peralta & Timmi Tsapaliaris
Creative Services Manager: Leigh Cuda & Katia Billings
Senior Integrated Producer: Glen Mcleod
Production Coordinator: Fiona Dunn
Creative company: Buck
Executive Creative Director: Gareth O’Brien
Executive Producer: Erica Ford
Creative Technology Leads: Kirin Robinson & Charlie Whitney
Art Director: Kane Rowlingson
3D Supervisor: Elijah Akouri
Producer: Holly Dyroff & Jordan Howes
Storyboarding: Glen Miralles, James Boorman, Lara Lee, Scarlett Starling
Design: Glen Miralles, James Boorman, Kane Rowlingson, Lara Lee, Scarlett Starling
Creative Technology: Justin Taylor & Richard Eakin
3D Lead: Tim Krakowiak
Modeling: Bryce Pemberton & Tim Krakowiak
Look Development: Albert Lee & Bryce Pemberton
Rigging: Bryce Pemberton, Ernesto Ruiz Velasco, Jordan Levitt & Juan Carlos Barraza Mendoza
3D Character Animation: Josh Baum, Lawrence Wong
Lighting: Bryce Pemberton
Compositing: Bryce Pemberton, Chuong Vu & Corin Sadlier
Production Company: Photoplay
Director: Sarah Adamson
Executive Producer: Alison Lydiard
Producer: Belinda Blooman
Director of Photography: Oliver Rose
Post Production House: Studio Pancho
Offline & Online Editor: Patrick Salter
Sound: Bang Bang Studios
Stills
Photographer: Sarah Adamson
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
Programmatic Trader: Luke Jervis
Media Assistant: Kailam Dirckze
9 Comments
Seems like a cool idea at first but the application is just wrong. Why does no-one in the agency/client point out the obvious flaws in ideas like this?
Via the Sleep Foundation:
“Children are particularly vulnerable to sleep problems stemming from electronic devices…Numerous studies have established a link between using devices with screens before bed and increases in sleep latency…children who use these devices at night often do not receive enough high-quality sleep and are more likely to feel tired the next day.”
This looks like its done really well but I cannot see how its a good idea for children’s sleep?! The research is all there confirming that bluelight effects children’s sleep….its hard enough to wrestle your children off a device, let alone just before bed!?
Go on I dare you to give my kids an iPad before bed. You can be the one trying to get them to sleep at 10pm while I have a chardy
Screens in the bedroom. Just what the doctor ordered…
Bonds are excruciatingly great at manipulating agency ideas into complete nonsensical watered down waste. No-one produces a campaign for bonds more than once. Its industry knowledge. Perhaps a major shift of senior management could give us a bonds campaigns we deserve to see?
Anyone who’s worked on Bonds knows the agency never has a say in the product’s design, and sometimes the prints are enough to derail any campaign’s AD. This brings it to life in a really fun, useful way. Nice work
And I like it. I happily brush my teeth for 2 minutes now. What are you old ad wankers on about?
I like it.
A confusing mish-mash that kids will love because they are oblivious to its faults. They’ll see a product aimed at them, that’s all that matters.