Bonds unveils ‘Comfy Livin’ sleep campaign with Dustin Martin + Maia Cotton via The ARC Factory

Bonds has launched its brand-new sleep range, Comfy Livin, made for sleepin, livin and chillin’. Fronted by Bonds ambassador and AFL star Dustin Martin and New Zealand-born beauty Maia Cotton, the new range is brought to life in a dreamy stills and video campaign via The Arc Factory, that launches this week.

Blurring the lines between sleepwear and daywear, the range is carefully constructed for relaxation and switching off. Using everything Bonds is known for in developing the softest, comfiest underwear, the difference between Comfy Livin’ and other lounge collections out there, is in the details.

Bonds Head of Marketing, Emily Small, says the new range breaks the rules when it comes to traditional sleep, “Comfy Livin’ introduces sleepwear that doesn’t need covering up, helping you feel good about spending the day in your PJs and embracing the indoors.”

Complementing the campaign, Dustin and Maia star in fun video spot creatively executed and produced by The Arc Factory and De Republica. The 30 second clip titled “Good Night?” captures Dustin and Maia being woken up by a hoard of inquisitive paparazzi. Showcasing Dustin’s cheeky side, the clip explores the Richmond midfielder’s mischievous side, playing a cute trick on Maia.

The Bonds Comfy Livin campaign is live in-store, POS, online and digital.

Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Kelly McBride
Senior Brand Manager: Kedda Ghazarian
Brand Manager: Taylah Johnson
Agency: ARC Factory
Art Director: Peter Metzner
Account Manager: Crimson Dunstan
Photographer: Nick Leary
Hair: Michelle McQuillan
Make up: Kelly Stratton
Stylist: Kelly Hume
Video: De Republica