Bonds: Dad Bods

Credits & Description:

Client: Pacific Brands Underwear
Agency: Clemenger Bbdo Melbourne, Australia
Entrant: Clemenger Bbdo Melbourne, Australia
Idea Creation: Clemenger Bbdo Melbourne, Australia
Production: Guilty Content Melbourne, Australia
Additional Company: Pacific Brands Underwear Group Hartwell, Australia
Creative Chairman: James Mcgrath (Clemenger Bbdo Melbourne)
Chief Creative Officer: Ant Keogh (Clemenger Bbdo Melbourne)
Creative Director: Anthony Phillips (Clemenger Bbdo Melbourne)
Creative Director: Richard Williams (Clemenger Bbdo Melbourne)
Planning Director: Michael Derepas (Clemenger Bbdo Melbourne)
Senior Agency Producer: Lisa Moro (Clemenger Bbdo Melbourne)
Operations Director - Print: Sharon Adams (Clemenger Bbdo Melbourne)
Director: Tony Rogers (Guilty Productions)
Dop/Cinematographer: Marin Johnson (Freelance)
Producer: Jason Byrne (Guilty Productions)
Grade Artist / Colourist: Martin Greer (Freelance)
Editor: Sam Coates (Finish Post Productions)
Sound Designer/Engineer: Stevo Williams (Flagstaff Studios)
Managing Partner: Simon Lamplough (Clemenger Bbdo Melbourne)
Account Director: Grant Oorloff (Clemenger Bbdo Melbourne)
Marketing Manager: Emily Small (Pacific Brands Underwear Group)
Brief Explanation
We all know the sacrifices mothers make in having children. However, what is often not discussed is the toll
childbirth takes on a father's body. For no reason whatsoever men seem to suffer many of the same side effects
that women do after having a child. It even has a name 'the dad-bod'. In a very light hearted and
irreverent way Bonds created a campaign to shine a light on the plight of fathers so they are not forgotten in the
lead up to their special day.