Bonds
At Leo Burnett, my main client was Australian fashion brand, Bonds – creating ideas and crafting copy for integrated campaigns with TV, radio, outdoor, digital, content and social. Highlights of our work together included: a complete relaunch of the brand, some intriguing fashion films and setting the tone for their new sustainability platform.
Relaunching one of Australia’s
most established brands
So, how do you create a progressive Aussie brand? You take a director and propeller plane full of crew to arguably the hottest place in the world. 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 iconic 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.
A modern tone of voice was crafted for the brand. 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.
Agency: Leo Burnett Melbourne