Media: TV
Category: Clothing & footwear
Client: Bonds
Agency: Leo Burnett Melbourne
Production: Photoplay
Country: Australia
Director: gracie otto
Chief Creative Officer: Jason Williams
Art Director: Lucy Logan
Copywriter: Holly Burgess
Producer: Tom Slater
Head of Copy: sarah mcgregor
Executive Producer: Oliver Lawrance
Sound Studio: Bang Bang Studios
Sound: Sam Hopgood
Senior Agency Producer: eliza Malone
Account Director: Chloe Erftemeyer
DoP: Stefan Duscio
Post production: Alt VFX
Post production: Arc
Editor: Simon NJOO
Print Producer: Kirstie Gadsden
Colourist: Edel Rafferty
Group Business Director: Amanda Nicoll
Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Brand Manager: Kedda Ghazarian
Assistant Brand Manager: Taylah Johnson
Published: February 2018
Synopsis:
Welcome to Cold Springs, where the inhabitants of this small, dusty town go about their day stripped down to their underwear to beat the sweltering heat, and the youth population have created an edgy sub-culture wearing Bonds Originals to survive the sizzling summer. This Bonds campaign was filmed in a remote desert location in Coober Pedy Australia and features both real local characters as well as Bonds models to make up the population of fictional town 'Cold Springs'. The mix of iconic outback landscapes and Australian humour gives rise to memories of Australian summers and really brings this Bonds campaign to life.
Bonds have pushed further into the fashion space in their latest campaign via Leo Burnett Melbourne. It marks the launch of the new Bonds Originals underwear range.
Directed by Gracie Otto, the film tells of a small desert town where it's too hot for anyone to wear clothes, or do much at all. It was filmed in iconic Coober Pedy, where the only thing more incredible than the landscape are the locals - who also happen to make an appearance throughout the spot in their Bonds.