Outdoor ad: bonds chesty singlet: wear australia

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The brief: Bond’s Chesty turned 70 this Australia Day. The Campaign Palace, Sydney set out to remind people of its iconic status as Australia’s unofficial national uniform and get them to buy and don a Chesty for Australia Day. Bonds also donated money to the Surf Life Savers.
The solution: A modern day look at Australia today, capturing a vast range of “real people” wearing their Bonds Chesty. These photographs are linked together with a rallying cry: WEAR AUSTRALIA.
This campaign was launched via Outdoor, there was a branded WEAR AUSTRALIA ferry to mark Australia Day and there’s a series of exhibitions in iconic Aussie pubs showing all of the photographs.