Bonds has launched its latest Pride range with a 2021 homage to Donna Summers’ popular disco anthem ‘I Feel Love’ from ARIA award-nominated Australian musician and member of the LGBTQIA+ community, Mo’Ju in its latest campaign via Special Group.
The new rendition of the iconic track aims to celebrate the joy and spirit of Pride festivals and events all across the country, the first time many people in the LGBTQIA+ community feel safe and loved for being themselves.
Mo’Ju’s new rendition of ‘I Feel Love’ is accompanied by video content featuring influential faces from the Australian LGBTQIA+ community – including AFLW star Moana Hope, model A.J. Clementine, soccer player Andy Brennan, and Mo’Ju.
To give Australians and members of the queer community the opportunity to personally celebrate the feeling of being safe, loved and accepted, Bonds and Special Group Australia have created an interactive Instagram filter which will enable users to dance to ‘I Feel Love’ on their own virtual dance floor and send a message of love to the community, inviting everyone to record and post their own dance using #BondsIFeelLove.
Bonds is also a proud supporting partner of Minus18, champions for LGBTQIA+ youth Australia wide. The partnership helps to fund important peer-to-peer support, education & training, and safe spaces for queer youth.
Says Kedda Ghazarian, marketing manager, Bonds: “At Bonds, we want all Australians to feel comfy expressing who they are, without fear of judgement or discrimination. We know true self-expression only exists when and where you feel safe, celebrated and loved. We’re thrilled to continue our partnership with Minus18 to deliver safe spaces for LGBTQIA+ youth through peer-to-peer support, workshops and the Queer Formal events.”
Says Rebecca Stambanis, founding partner – Melbourne, Special Group Australia: “We were honoured to work in partnership with Bonds and Minus18 on this campaign. Minus18 do incredible work in building social inclusion and advocating for an Australia where LGBTQIA+ young people are safe, empowered, and surrounded by people that support them.”
I FEEL LOVE will appear from February 21st across social, online, outdoor and in store. Mo’Ju’s track is available to stream for free on Spotify.
Head of Marketing (Acting): Karen Dwyer (she/her)
Marketing Manager: Kedda Ghazarian (she/her)
Brand Manager: Amanda Varbaro (she/her)
Agency: Special Group Australia
Production: Chee Productions
Executive Producer: Matt Chee (he/him)
Director/ Photographer: Tracey Lee Hayes (she/her)
DOP: Alex Cardy (she/her)
Editor: Fraser Kelton (he/him)
Music Supervision: Level Two Music
Music Supervisor: Karl Richter (he/him)/ Marcus Brooke-Smith (he/him)
Artist: Mo’ju (she/her)
Instagram Filter: T&DA