Bonds

At Leo Burnett, my main client was Australian fashion brand Bonds – creating ideas and crafting copy for integrated campaigns with TV, outdoor, social and interviews. The highlight included a complete relaunch of the brand with a new progressive tone and look.

How do you take one of Australia’s oldest brands and turn it into an iconic one?

You take a director and propeller plane full of crew to the country’s most insane locations. The relaunch began with a uniquely Australian fashion film.

Directed by Gracie Otto, it tells of a small desert town where it's too hot for anyone to wear clothes, or do much at all. It was filmed in Coober Pedy, where the only things more incredible than the landscape are the locals - who also star throughout. We called it Hot Town.

The campaign was shot in the middle of the outback, where the mercury gets so high most of the residents live underground. In 47 degree heat, the sweat (and the struggle) was real.

The reinvigorated Bonds launched nation-wide and quickly caught the country’s attention. The film went on to win multiple awards, was nominated for a Logie and Russell Crowe liked it so much he tweeted it.