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Bonds and Leo Burnett Melbourne Create 'The Queendom'

New campaign launches the first Women's only release of the Bonds Originals product

Bonds and Leo Burnett Melbourne Create 'The Queendom'

After heating things up in Coober Pedy, Bonds is back with another tongue-in-cheek campaign via Leo Burnett Melbourne. This time they've left the red dirt and men behind for Australia's iconic Blue Mountains, or "Bush Land" as the film cheekily dubs it.

Says Emily Small, head of marketing, Bonds: "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."

The result is a Bonds take on owning your femininity - in whatever form you want it to take. 

Says Holly Burgess, copywriter, Leo Burnett: "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."

The fashion film shot by fashion director, Gracie Otto, features an all-female cast of six including Thelma, the very real (and really quite friendly) huntsman spider. The music for the spot was created by Kiwi artist, JessB.

The film follows a traveller, played by Indigenous model Zhoe Trotter, on her quest to find The Queendom. There she joins a community of strong women who look out for one another (some literally), chop wood with 'tude and crack nuts - all in Queen-like style.

The film is a part of a wider social campaign with a suite of short form content and interviews. It coincides with a grassroots fundraising event in store and online with the REACH Foundation, where profits from Bonds Originals on Saturday 11th August will go to support life-changing workshops for young girls. 

The campaign is up now online and on TV from 23rd July in both Australia and New Zealand.

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Assistant Brand Manager: Taylah Johnson

Marketing Manager: Kelly McBride, Michelle Taylor

Head of Marketing: Emily Small

Creative Director: Daniel Pizzato

Brand Manager: Kedda Ghazarian

Creative Agency

Copywriter: Holly Burgess

Art Director: Lucy Logan

Chief Creative Officer: Jason Williams

Group Business Director: Amanda Nicoll

Director of Integrated Strategy: Ilona Janashvili

Agency Producer: Eliza Malone (Senior Agency Producer)

Senior Assistant Producer: Leo Burnett Melbourne

Motion Designer: John Angless

Content Producer: Lucy Appleyard

Print Producer: Kirstie Gadsden

Photographer: Nicole Bentley

Production Company

Executive Producer: Oliver Lawrance

Director: Gracie Otto

DOP: Stefan Duscio

Offline Editor: Rohan Zerna - The Butchery

Production Supervisor: Playtime

Production Service

Producer: Tom Slater

Wardrobe stylist: Ella Murphy

Make up Artist: Alan White & Gillian Campbell


Singer/Songwriter: JessB

Song: Day Ones


Sound: Sam Hopgood - Bang Bang Studios


online artist: Chris Betteridge - The Refinery

Digital Production Company

Colourist: CJ Dobson - The Refinery