Bonds recognises it’s the Bonds that make the season in new work via Leo Burnett, Melbourne
This holiday season, Bonds is celebrating the relationships that matter most in a campaign via Leo Burnett Melbourne, that puts a spotlight on some of the unique and touching bonds shared by real Australians.
Launching the Christmas range, “It’s the Bonds that make the season”, champions the love we have for those we’re closest to and seeks to remind Aussies what’s important at this time of year.
Casting the net far and wide to uncover the stories, the campaign features real Australians across both stills and film, who range in age from 9 months old to 91 years old. The campaign tells the story of a series of incredible bonds including a young woman who defied medical recommendations to donate a life-saving kidney to her younger sister, a couple who’ve been married for 70 years, and IVF triplets born to three different mothers.
The campaign films, which include short and long form pieces that explore five different bonds, were directed by Pete Baker, from The Glue Society. In stills, the campaign was brought to life by photographer, Jesse Lizotte.
Says Kelly McBride, head of marketing, Bonds: “As a brand that has been present in the lives of so many Australians for over 100 years, it felt natural that our finale to the year would be a celebration of the deep and meaningful bonds that make the festive season so special. The people you’re so comfortable with, you could give them a pair of undies at Christmas.”
The “It’s the Bonds that make the Season” campaign is now live across TV, social, online, radio and OOH in both Australia and New Zealand.
Client: Bonds
Head of Marketing: Kelly McBride & Emily Small
Marketing Manager: Michelle Taylor & Kedda Ghazarian
Creative Agency: Leo Burnett Melbourne
CCO: Jason Williams
General Manager: Naomi Gorringe
Creative Directors: Daniel Pizzato, Jess Lilley
Art Director: Lucy Logan
Copywriter: Rosie Stone
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Director of Integrated Strategy: Ilona Janashvili
Integrated Strategist: Lauren Isaak
Agency Producers: Eliza Malone & Kaelene Morton
Media Agency: OMD Melbourne
Film Production: Revolver/Will O’Rourke
Director: Pete Baker
Stills Production: B&A
Stills Photographer: Jesse Lizotte
20 Comments
This makes no sense whatsoever???
Are you ok? It’s a pretty easy get my dude.
from Australia
What could have been a good, well-branded campaign is a mish-mash of unclear, confusing ads that don’t seem to be saying much if anything about either the brand or the individual products. There’s certainly a germ of an idea, but then someone came along with a bucket of Dettol.
What did I just watch and what am I meant to do now?
These are bloody lovely little content pieces… sure they link to the brand via a pun, but it’s a strong connection that I reckon folks will get all the feels for.
.. from smiling kids and Christmas trees. I’m going home to hug my dog.
Been seeing these on TV, not sure what everyone’s so confused about? It’s a company called bonds talking about peoples bonds….
Thank you for saying what I was thinking. Pretty F$@king simple idea and not just hot people in underwear. It makes me want to call my mum.
It’s confusing because Bonds (the brand) don’t make the Christmas season at all. They have nothing to do with it.
Sure, emotional bonds are important, and something we all treasure at Christmas time, but bras and undies are irrelevant.
The line doesn’t work.
Was going to say the ‘idea’ doesn’t work but that would be giving it way too much credit.
Mediocre idea from a mediocre agency for a mediocre client.
Welcome to Australia, home of mediocrity.
Wish Leo’s would start trying again. Fallen so quickly.
Need a creative kick up the woohoo.
The fact that this client will almost never buy anything other than abs in undies – it would have taken a lot to get them to do something more human. Credit at least due for that.
Also credit due for a nice sentiment and a bold move for the brand.
Perhaps, it’s quite far removed from the product. But also, it’s BONDS. Australians don’t need reminding of who they are, they have brand desirability issues. Maybe some more detached brand work is exactly what they need.
Nice campaign etc etc etc.but……
the ad industry seems to want to turn everything into a cause.
We’ve become experts at taking something that’s pretty simple, like underwear,
then drowning it in kumbaya, in the hope this confected link will lead customers back to the brand.
Nothing personal Leo’s – we’re all guilty of it.
In the meantime Management Consultancies are in the clients’s offices telling the CEO how to cut costs and drive sales.
Amen
At it’s finest.
Blind person – tick
Breastfeeding – tick
Gay couple kissing – tick
Lovely little stories. Onya Rosie.
Beautiful set of spots. Effortlessly simple but loads of charm. Don’t listen to the haters.
Why are comments pointing out what’s wrong or what could have been improved reduced to ‘haters’? This is an advertising blog where stuff is PR’d and discussed. If that’s a bit too sophisticated for you, stick to the sports section of your city ‘s tabloid.
Such a beautiful campaign telling real stories, well art-directed, simply written. Sophisticated work for a Christmas retail campaign