A sushi chef, expert fisherman, property adviser and former AFL coach Kevin Sheedy are among five industry experts recruited to explain and espouse the benefits of ‘protecting your assets’, ‘maintaining your equipment” and “winning the ball game”. ‘ in a new campaign for Bonds Total Package™.
Created by Special, the campaign launches Bonds latest breakthrough innovation in men’s underwear, Bonds Total Package™. With its unique Total Support Pouch™ technology, Bonds has created an underwear offering that separates and supports, taking comfort to a whole new level and cementing Bonds’ position as a leader in comfort and innovation.
The campaign is based on the idea that Australian guys put their balls to the test a lot.
“Sitting, digging, lifting, crushing, bending, tapping… we put our balls to the test every day. With the majority of guys just disengaged with their underwear, we had to find a new way to cut. said Nathan Rogers, director of strategy at Special.
Using tongue-in-cheek innuendos, woven through monologues about their specific expertise, the 5 industry experts talk about the innovation in their pants in a humorous and relatable way.
“The Bonds Total Package™’s innovative pocket pouch separates and supports, but it’s obviously a bit difficult to show that on camera. So we had to find a way to explain how this new innovation works, without actually showing it. said Lea Egan, Creative Director at Special.
Bonds Marketing Manager, Kedda Ghazarian, added, “Bonds new Total Package™ is the next generation of men’s underwear with design innovation that supports its parts like never before. We hope our cheeky campaign will resonate with men across Australia and help them understand the comfort that awaits them.”
Like a bento box for their three-piece sushi, the tidy campaign is backed by OLV, social, OOH and podcast integration.
CREDITS
CUSTOMER: OBLIGATIONS
Marketing Director: Kelly McBride
Marketing Manager : Kedda Ghazarian
Brand Manager: Edwina Moller
AGENCY: SPECIAL AUSTRALIA
CEO/Partners: Lindsey Evans and Cade Heyde
CCO/Partners: Tom Martin and Julian Schreiber
Strategy lead/partner: Rebecca Stambanis
Strategy Director: Nathan Rogers
Strategist: Jack Gilbert
Creative Directors: Sian Binder & Lea Egan
Creations: Simon Dalla Pozza and Lewis Aramayo
Design Director: Keir Vaughan
Designate: bella plush
Leader: Georgia Newton
Entrepreneur: michelle bralin
Entrepreneur: Phoebe Peralta and Timmi Tsapaliaris
Main producer: Sophie Simon
Photo producer: Emily Willis
PRODUCTION PARTNERS:
Director: Ariel Martin
Production company: Airbag
Executive producer: Alex Tizzard
Executive producer: Martin box
Producer: Christine Tan / Fiona Pakes
PDO: Tim Tregon
Offline editor: Charles Ivory
Note/Online: Ben Eagleton
Post production – White chocolate
Pictures: Daphne Nguyen – B&A
Editing: Visual Thing – Ashley Peat
House of sound: To scold
Sound engineer: Cam Milne
His EP: Michale Gié
MEDIA AGENCY:
Media Agency: WCO
Entrepreneur: Laura Nathan
Strategist: Wall Susie
Account director : Camille Wallace
Account Manager: Michel Gregoire
Executive account: Amy Hallinan
Sales manager : Tilly Johnston
Trader: Spencer Egan Tanner
Activation Account Manager: Lisa Lee
