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Ads We Like: Underwear brand Bonds takes to the Australian bushland in sassy campaign

JOIN THE QUEENDOM - THE CHICK FLICK

Bonds, the iconic Australian underwear brand, has taken to the bushland in search of Queendom, a sassy take on Kingdom, to promote its women’s only range of products.

The campaign, which was shot in New South Wales’ Blue Mountains, follows a young woman in her search for The Queendom, a community of strong women who chop wood, crack nuts and nonchalantly deal with large spiders.

The ad, which is promoting the Bonds Originals underwear, aims to serve as an empowering message to young women to own their femininity. It is supported by short-form content and interviews and is part of a wider social campaign which also includes fundraising events to support Reach Foundation, which helps young girls.

The campaign builds on the previous ad, which saw models sweltering in the extreme heat of the Australian desert

The campaign was created by Leo Burnett Melbourne and directed by fashion director Gracie Otto. The music for the ad was created by New Zealand artist JessB.

Emily Small, head of marketing at Bonds, said: “This range was made for young women and so we were excited to make some content that spoke to them. The brief was to create a space where confidence rules, without losing our Bonds sense of humour.”

Holly Burgess, copywriter at Leo Burnett said: “The Queendom, a sassy twist on the traditional Kingdom, felt really natural. We were keen to throw a few stereotypes out the window and have a bit of fun with it in the process.”

Vote for the ad by clicking on the Creative Works box below.

Leo Burnett Melbourne: 'Join the Queendom - The Chick Flick'

Agency: Leo Burnett Melbourne
Client:
Date: July 2018
Australia's iconic underwear brand Bonds, has taken to the bushland in search of Queendom, a sassy take on Kingdom, to promote its Women’s only range of products.
The campaign, which is shot in New South Wales’ Blue Mountains, follows a young woman in her search for The Queendom, a community of strong women who chop wood, crack nuts and look after each other.
The ad, which is promoting the Bonds Originals underwear, aims to serve as an empowering message to young women to own their femininity.
Credits:
 
 
 
 
 
Client: Bonds
Head of Marketing: Emily Small
Brand Manager: Kedda Ghazarian
Marketing Manager: Kelly McBride
Marketing Manager: Michelle Taylor
Assistant Brand Manager: Taylah Johnson
 
Agency: Leo Burnett Melbourne
CCO: Jason Williams
Director of Integrated Strategy: Ilona Janashvili
Creative Director: Daniel Pizzato
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Agency Producer: Eliza Malone
Content Producer: Lucy Appleyard
Print Producer: Kirstie Gadsden
Motion Designer: John Angless
Group Business Director: Amanda Nicoll
Account Director: Chloe Erftemeyer
Film Production: Playtime
Director: Gracie Otto
DOP: Stefan Duscio
Executive Producer: Oliver Lawrance
Producer: Tom Slater
Stylist: Ella Murphy
Hair & Makeup: Alan White & Gillian Campbell
 
Offline editor: Rohan Zerna - The Butchery
Colourist: CJ Dobson - The Refinery
Online artist: Chris Betteridge - The Refinery
Post Producer: Freya Maddock
Sound: Sam Hopgood - Bang Bang Studios
Music: Level Two, Electric Dreams
Track: Day Ones - JessB
 
Photography Production: M.A.P.
Photographer: Nicole Bentley
Producer: Adam Watson
 
Tags: Australia
 
 
 
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