How Bonds and Special Australia are Looking After the Buoys
Orchestrated by Lea Egan and Sian Binder, the dynamic creative directors at Special Australia, Bonds’ ‘Total Package’ campaign has been an uproarious success.
In a conversation with LBB, the pair unravel the creative process that created the unexpected experts and instructional sailing videos that infuse Bonds' innovation with laughter.
With an ingenious blend of cheekiness, and product innovation, Lea and Sian shed light on how they navigated challenges, embraced pop culture, and continue to engage audiences through a campaign that's as bold as it is comfortable.
LBB> What was the inspiration behind the Bonds Total Package campaign and the decision to feature unexpected experts?
Lea> Ahh well... as the ad says...we couldn’t exactly show people how the undies, um, separated certain bits from other bits. So we had to come up with a way of explaining it. We landed on the idea of using unexpected experts. We looked in particular for people who were experts in organising, storing or taking care of precious or delicate items. Like preparing a bento box. Or storing vintage wine. The more delicate or expensive the objects and the more sophisticated the analogy, the funnier it seemed to get.
Campaigns that are built on a repeatable structure tend to stand the test of time. Some of the greatest examples like Ragu’s Long Hard Day of Childhood and Snickers’ You’re Not You When You’re Hungry are set up so you can just endlessly riff on them.
In our case it was actually the restriction of not being able to show the product that led to the idea for that structure. It’s a good reminder that sometimes the problem you have with a creative brief (hah) can lead to the idea.
LBB> Can you explain the concept of Total Package technology, and how it sets Bonds apart in terms of comfort and innovation?
Sian> As a category, men’s underwear hasn’t changed in years. So an innovation like this is big news. This was an entirely new technology that needed to be demonstrated. The idea of the Bonds patented Total Support pouch is to minimise movement, and reduce chafing. Personally we can’t speak to how effective they are - but the dudes in the office seem to like them.
LBB> How did the collaboration with superyacht captain Jason Chambers from Below Deck come about? What made him the ideal unexpected expert for this campaign?
Lea> It’s all in the name: Below Deck. We loved the idea of an entire super yacht becoming an analogy for a pair of underpants. It’s perfectly ridiculous. There’s something innately phallic about a giant boat to begin with. Jason was fantastic; he got into the spirit of the whole thing. We even had special uniforms made with the (invented) name of the yacht Bon Package. And then there were those buoys...
LBB> What was the creative process like in developing the instructional sailing videos? Has the incorporation of double entendre and humour been successful in engaging the audience?
Sian> The creative team Bella and Shaun came up with dozens of different ideas for these and shot their favourites on iphone around the main film shoot. They were all based on real instructional sailing videos, and the team worked hard to craft the look and the language so that they came across as legit as possible.
LBB> Have there been specific marketing strategies for different platforms promoting the campaign, such as TikTok, Instagram, or Facebook? Can you discuss the planned media support for the campaign, including TV, online video, social media, and out-of-home advertising?
Lea> The instructional videos were shot to appear more native to the tik tok platform and engage that audience specifically. That part of the campaign focussed mainly on social and online video. We also strategically ran it adjacent to Below Deck's season two premiere.
LBB> How has the Bonds Total Package campaign evolved from its initial launch last year, and are there key objectives for the second year?
Sian> This year it was really just about asking how we build on the campaign, and make it bigger. Hence the super yacht and leaning into pop culture and an entire show, not just one person.
LBB> What challenges did the team face during the production of the campaign, and how were they overcome?
Lea> To be honest it was quite smooth sailing. Everyone was very on-board from the beginning. (Sorry, once you start it’s hard to stop.)
LBB> How has the response been from the target audience, particularly men in Australia, to the cheeky and humorous approach of the campaign?
Sian> We think it’s refreshing for people to see a brand be cheeky and take risks. Be silly and funny. Not so worthy. There are so many serious issues out there that are (and should) be tackled by our industry. But it’s also nice to have an opportunity to just have a laugh.
LBB> Can you share any future plans or extensions for the Bonds Total Package Campaign?
Lea> We hope this is a campaign that can keep running for years, tapping into cultural moments along the way.
