Bonds' Bold New Campaign Declares 'The Future Is in Your Undies'

Iconic Australian underwear and clothing brand Bonds has launched its new brand platform ‘For the Greater Comfy’ with the release of its latest campaign the first from Special Group Australia, designed to inspire people to join their journey to make the world a comfier place for all.

Bonds’ playful and bold brand platform depicts its undies, socks and clothing as a symbol of change, while simultaneously showcasing Bonds’ more sustainable product ranges made with GOTS-certified organic cotton, recycled polyester or Aussie-grown cotton.

‘The Future is in your Undies’ campaign is running across TV, out-of-home, cinema, online, in-store and across social media.

Karen Dwyer, head of marketing, Bonds, said: “At Bonds, we’re on a mission to make the world a more comfortable place for everyone. Feeling good begins with doing good and a more comfortable, liveable planet won’t make itself. That’s why our range of undies, socks and apparel are not only comfy for your body, but help to make the planet comfier too.”

 “It’s rare you get to tell the world that the future is in their undies." added Julian Schreiber, CCO and partner, Special Group Australia. "It’s a bold, simple and very Bonds way to announce their more sustainable ranges. We’re very proud that they let us help them do it.”

Bec Stambanis, founding partner, Melbourne, Special Group Australia, commented: “‘The Future is in your Undies’ is all about making the future a comfier place for all of us, one pair of undies at a time. Often positive acts of change can feel big and daunting, so instead we do nothing. So, by wearing Bonds Aussie cotton, recycled polyester and organic cotton products as symbols, we want to show that you can create change by simply changing your socks or undies.”