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
Talent & PR/Media Relations – ARC Factory / Rose Pengelly
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3 Comments
Great voice in the VO….who is it?
This is an iconic Australian brand and ad campaign! The ad agency and everyone involved should be congratulated and awarded. It captures the Australian laid back attitude so beautifully amongst our incredible surroundings. It is absolutely natural to be in your underwear when it is so hot in the outback. However you need your boots on in case you come across the many dangerous animals of this land! And how many of us have heard the classic, “please hold” voice on the phone! But of course no matter what disaster is happening, including the recent cyclone in QLD, Aussies are so chilled! We are so chilled and renowned for this around the world that we cut down words like underwear to undies! The male voice over is perfect – his voice is so chilled Aussie! The female in this ad is perfect to represent our native Aussies and Robert Irwin is such an Aussie Icon who is so chilled around dangerous animals. Having a drink outside a classic Aussie home on a plastic chair relaxing in his undies is perfection. And to top it off – “made for down under is superb!” Well done to all those involved in this ad campaign. You have brought us back to the place when we had so many classic Aussie ads in the 70’s and 80’s. I do hope to see you receive all the awards that you so deserve. Your ads are confirming our “proud to be Aussie” attitude and putting us on the world map again where we belong. Congratulations and keep it up and hope to see more of these ads in future.
Brilliant. Simple. Kudos to client and agency alike.