Bonds launches in the U.S. with new ‘Made for Down Under’ campaign featuring Aussie icons Robert Irwin and Tkay Maidza via Special

Australian brand Bonds is making its debut in the U.S. with the launch of its new ‘Made for Down Under’ campaign via Special.

 

The new campaign, which includes films directed by EXIT’s Stefan Hunt and still captured by Sam I Am’s Lula Cuchhiar, features Australian conservationist Robert Irwin and music icon Tkay Maidza.

‘Made for Down Under’ introduces American audiences to Bonds’ iconic underwear and stars Irwin and Maidza alongside some of Australia’s most notorious wildlife including spiders, snakes and crocodiles – all captured in-camera without CGI.

The campaign is running across OOH, digital, social, SiriusXM, connected TV and Amazon.

Client: Bonds
Head of Marketing: Kedda Ghazarian
Senior Brand Manager: Edwina Moller

Agency: Special Australia
CEO / Partner: Lindsey Evans
CCOs / Partners: Tom Martin, Julian Schreiber
CSO / Partner Melbourne: Rebecca Stambanis
Managing Director Melbourne: Sasha Firth
Business Director: Marnie Dunn
Head of Strategy, Melbourne: Nathan Rogers
ECD: Ryan Fitzgerald
Creative Directors: Joe Ranallo, Will Winter-Irving
Social Creative: Eliza Smith, Heidi Rabbitts
Design Director: Sabine Schwarz
Design: Sarah Ristevski
Head of Film & Content: Sophie Simmons
Senior Producer: Glen Mcleod

Agency: Special US
CEO & Partner: Kelsey Hodgkin
Group Strategy Director: Janet Shih

Production Company: EXIT
Managing Partner: Wilf Sweetland
Executive Producer: Leah Churchill-Brown
Director: Stefan Hunt
Producer: Luke Kneller
D.o.P: Max Walter
Editor: Lucas Vazquez
Grade: Fergus Rotherham
VFX/Online: Alt.VFX
Sound/Music: Sonar Music
Head of Production: Haylee Poppi
Sound Engineer: Andy Stewart
Composer: Josh Pearson

Stills Production Company: Sam I Am
Stills Photographer: Lula Cucchiara
Stills Executive Producer: Rich Cole
Stills Senior Producer: Henry Richardson
Social & TikTok Videographer & Post Production: Luke Tysoe

Media Agencies: Hearts & Science, Flywheel

 

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