Bonds launches ‘The Future is in your Undies’ campaign via Special Group Australia in next big step toward a more sustainable future


Iconic Australian underwear and clothing brand Bonds has launched its new brand platform ‘For the Greater Comfy’ with the release of its latest campaign the first from Special Group Australia, designed to inspire people to join their journey to make the world a comfier place for all.


Bonds’ playful and bold brand platform depicts its undies, socks and clothing as a symbol of change, while simultaneously showcasing Bonds’ more sustainable product ranges made with GOTS-certified organic cotton, recycled polyester or Aussie-grown cotton.

‘The Future is in your Undies’ campaign is running across TV, out-of-home, cinema, online, in-store and across social media.

Says Karen Dwyer, head of marketing, Bonds: “At Bonds, we’re on a mission to make the world a more comfortable place for everyone. Feeling good begins with doing good and a more comfortable, liveable planet won’t make itself. That’s why our range of undies, socks and apparel are not only comfy for your body, but help to make the planet comfier too.”

Says Julian Schreiber, CCO and partner, Special Group Australia: “It’s rare you get to tell the world that the future is in their undies. It’s a bold, simple and very Bonds way to announce their more sustainable ranges. We’re very proud that they let us help them do it.”

Says Bec Stambanis, founding partner – Melbourne, Special Group Australia: “‘The Future is in your Undies’ is all about making the future a comfier place for all of us, one pair of undies at a time. Often positive acts of change can feel big and daunting, so instead we do nothing. So, by wearing Bonds Aussie cotton, recycled polyester and organic cotton products as symbols, we want to show that you can create change by simply changing your socks or undies.”

Creative Agency: Special Group Australia
CEO: Lindsey Evans
Strategy Partner: Rebecca Stambanis
CCO & Partner: Julian Schreiber
CCO & Partner: Tom Martin
Senior Creatives: Sian Binder, Lea Egan & Hans Christian Berents
Designer: Dan Jones
General Manager: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Head of Production: Nick Lilley
Senior Producer: Sevda Cemo
Stills Producer: Laura Midalia

Client: Bonds Australia
Head of Marketing (Acting): Karen Dwyer
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Assistant Brand Manager: Caitlin Robertson

Production Company: Finch
Director: Sam Hibbard
Producer: Nick Simkins
Director of Photography: Shelley Farthing-Dawe
Offline Edit: The Editors
Offline Editor: Mark Burnett
Online Editor: Drew Downes

Post Production: Atticus
Music Supervisor: Level Two Music

Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Cam Milne and Liam Annert.

Social Videographer: Joshua Heath
Editor: Fraser Kelton

Post Production: Special Group

Production Company: Assembly Agency
Photographer: Duncan Killick
Producer: Kate Austin
Retouching: Visual Thing

Media agency: OMD

Bonds launches ‘The Future is in your Undies’ campaign via Special Group Australia in next big step toward a more sustainable future