Aussies From 0-100 Celebrate Our Common Threads In ‘As Worn by Us’ Bonds Brand Campaign with Special

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 Newbies and concluding with 100-year-old Geoffrey, in his Chesty. Another reminder that no matter our differences we all have Bonds in common.  

“‘As worn by us’ is a proud reflection of the simple and unique truth that Bonds can be found in almost every Aussie’s undie or sock drawer. The campaign is a celebration of these stories, connections and the unique bond we all share – from the littlest newborn bub to the 100-year-old still rocking our humble Chesty singlet,” Kedda Ghazarian, head of marketing at Bonds said.

“When it comes to wearing Bonds, there’s often only one-degree-of-separation between us all. Bringing these connections to life took us all over the country. So many beautiful folks invited us into their lives and in many cases, stripped down to their undies. Seeing the authentic love out there for Bonds was something to behold and spectacular proof that it really is the brand as worn by us.” Ryan Fitzgerald, executive creative director at Special said.

The campaign went live on 7 April and runs for the remainder of the year, it will feature across TV, cinema, social, point of sale, national OOH including the Parliament Station takeover and a Melbourne tram wrap.