Look down, look in your top drawer and you’ll probably find at least one piece of Bonds wear. For so many of us, Bonds is what we wear throughout our life. To remind the nation of the uniquely beloved place the brand holds across all ages and demographics, Bonds has launched a new brand platform: ‘As worn by us’.
The campaign includes a suite of films voiced by Noni Hazelhurst. Each spot starts where the last one left off to present a seemingly never ending chain of Aussies in Bonds; demonstrating that no matter who you might be, chances are you’re wearing the brand.
For OOH we captured over 100 photographic portraits of Australians wearing Bonds at every year of life from ages 0 to 100. A large-scale installation at Melbourne’s Parliament Station saw all the portraits presented together, showcasing a rich array of characters from farmers to wrestlers to dancers to accountants, beginning with newborn, Adeline, in her Bonds…
