Bonds taps content creators to tell the AS WORN BY US story with a Y2K twist via SPECIAL

The average Aussie household owns up to 12 Bonds items, so no matter if it’s your bub, your mum or what’s-his-face down the road, chances are they’re wearing Bonds. Last year, Bonds celebrated this national ubiquity with the launch of the ‘As Worn By Us’ platform. The campaign featured everyday Aussies wearing Bonds at every year of life from 0 to 100, showcasing the unique ways we experience Bonds throughout our lives.

To continue the momentum of As Worn By Us and in celebration of Bonds’ iconic products including The Chesty, The Trunk, The Trackie and The Crop, Bonds handed the reins over to four Gen Z creators to bring these products to life in their own way. They each styled and captured their personal expression of Bonds, using a tool they’re very familiar with: the point-and-shoot film camera.

The campaign features a suite of video and static assets, all directed and captured autonomously by content creators, using 35mm reusable film cameras and finished off with their personal signature and ‘As shot by’ sign off. Staying true to the essence of the brand platform, each influencer provided an unfiltered, authentic expression of how Bonds shows up in their world.

“This exciting new chapter in our brand campaign is all about seeing Bonds through the lens of the next generation – unfiltered, unedited, and completely authentic. From city streets to country backyards, our iconic products are a canvas for self-expression. As Shot By Us celebrates how every Aussie makes Bonds their own,” says Kedda Ghazarian, Bonds Head of Marketing.

Ryan Fitzgerald, Executive Creative Director at Special added, “We saw how much Australians love Bonds in the first iteration of As Worn By Us. It was equally exciting to see that the love runs deep with Gen Z — they understood the assignment and nailed it with their own aesthetic.”

The campaign went live on 6 July across social, point of sale, and OOH, including interactive murals and an immersive wall at Melbourne International airport.

• CREDITS
• CLIENT – Bonds
• Head of Marketing: Kedda Ghazarian
• Marketing Manager, brand: Liz Coburn & Caitlin Porter
• Senior Brand Manager: Edwina Moller
• CREATIVE AGENCY – Special
• CEO & Partner: Lindsey Evans
• CCO & Partner: Julian Schreiber & Tom Martin
• CSO & Partner Melbourne: Bec Stambanis
• Managing Director Melbourne: Sasha Firth
• Business Director: Marnie Dunn & Ayesha Kithulegoda
• Business Manager: Mads Williams
• Head of Strategy Melbourne: Nathan Rogers
• ECD Melbourne: Ryan Fitzgerald
• Creative: Laura Grimshaw & Hannah McCowatt
• Design Director: Sabine Schwarz
• Designer: Cam Morris
• Head of Film & Content Production: Sophie Simmons
• Lead Producer: Glen Mcleod
• Senior Stills Producer: Danielle Senecky & Di Williams
• Production Assistant: Aleisha Winslow & Ada Tuna
• Finished Art: Jen Bailey
• PRODUCTION –
• CASTING
• Casting Company: Byrne CreativeCREDITS
• CLIENT – Bonds
• Head of Marketing: Kedda Ghazarian
• Marketing Manager, brand: Liz Coburn & Caitlin Porter
• Senior Brand Manager: Edwina Moller
• CREATIVE AGENCY – Special
• CEO & Partner: Lindsey Evans
• CCO & Partner: Julian Schreiber & Tom Martin
• CSO & Partner Melbourne: Bec Stambanis
• Managing Director Melbourne: Sasha Firth
• Business Director: Marnie Dunn & Ayesha Kithulegoda
• Business Manager: Mads Williams
• Head of Strategy Melbourne: Nathan Rogers
• ECD Melbourne: Ryan Fitzgerald
• Creative: Laura Grimshaw & Hannah McCowatt
• Design Director: Sabine Schwarz
• Designer: Cam Morris
• Head of Film & Content Production: Sophie Simmons
• Lead Producer: Glen Mcleod
• Senior Stills Producer: Danielle Senecky & Di Williams
• Production Assistant: Aleisha Winslow & Ada Tuna
• Finished Art: Jen Bailey
• PRODUCTION –
• CASTING
• Casting Company: Byrne Creative
• Casting Director: Sarah Mcgrath
• POST PRODUCTION
• Editor: Max Robins
• Photography Retouching: Visual Thing
• SOUND PRODUCTION
• Sound House: Rumble Studios
• Executive Producer: Michael Gie
• Producer: Bec Ivanov
• Sound Engineer: Liam Annert
• MEDIA AGENCY – OMD