The campaign explores the many ways Aussies can enjoy a White Christmas Down Under
Christmas has come early for Bonds this year. If you've ever dreamt of a 'White Christmas Down Under', then dream no longer. Bonds is celebrating a white-hot Aussie Christmas with its new festive campaign, developed by Leo Burnett Melbourne, that asks everyone to get into the Christmas spirit. And, in the spirit of gift giving, Bonds has unleashed a sleigh-full of summery and sparkly presents for the entire family.
The hero film, the third in a trilogy directed by Gracie Otto, follows a group of Bonds clad mates enjoying a White Christmas, Aussie style, in their makeshift salt flat hangout, while Bonds dressed tots and toddlers celebrate in the sand dunes.
The all-star cast includes Indigenous model Lilla Lowanna, Triple J presenter Tanya Bunter, Aussie model Kawani Prenter and Melbourne couple, Damian Meredith and Brendan Leith.
The vast salt flats provide the perfect backdrop to the colourful range, featuring festive sparkle, bright neons and a taste of the new Bonds' boardies available for summer.
Bonds marketing manager, Emily Small, says the campaign encapsulates Bonds' ethos: "Our Christmas collection aims to delight and inspire our customers to get into the spirit with unreal colour and sparkle. The campaign celebrates togetherness for Australians; family can come in many different forms, and the joy of the season is celebrating it your way."
The film forms part of Bonds' wider Christmas campaign across social, online and OOH, that has now launched in Australia and New Zealand, featuring fashion content from Oyster Magazine, an official makeup partnership with Frank Body, and influencer activity celebrating the launch of the Kid's and Baby Christmas range.