Bonds is what Australians wear throughout their lives. To remind the nation of this, we launched a new brand platform: 'As worn by us.’
The campaign includes a suite of films of varying lengths. Each spot starts where the last one left off to present a seemingly never ending chain of Australians in Bonds; demonstrating that no matter who you might be, chances are you’re wearing the brand.
For OOH we captured over 100 photographic portraits of Australians wearing Bonds at every year of life from ages 0 to 100. A large-scale installation at a major railway station saw all the portraits presented together. Another reminder that no matter our differences Australians all have Bonds in common.
