SYDNEY, AUSTRALIA – Aussie icon Bonds has officially made its debut stateside, bringing a taste of laid back, down under comfort to America with a bold new campaign by Special Australia. Teaming up with Australian wildlife warrior Robert Irwin and rap sensation Tkay Maidza, the legendary brand introduces its signature comfy undies to the US market with a uniquely Aussie twist.
The Campaign Directed by Stefan Hunt from Exit, the campaign takes viewers on an unexpected journey into the wild, with no CGI involved – just real snakes, spiders, crocs, and a fearless Robert Irwin rocking his favorite Bonds gear. Shot by Lula Cuchhiara from Sam I Am, the campaign embraces authenticity, capturing Australia’s natural (and often dangerous) beauty while celebrating the comfort that Bonds brings.
“Bonds have been keeping Aussies comfy for over 100 years, so launching in the U.S. is an exciting new chapter for our brand. We’re thrilled to introduce our iconic underwear and signature Aussie spirit to Americans – and help them level up their top drawer with down under comfort. Made for Down Under features Aussie legends Robert Irwin and Tkay Maidza – backed by an epic cast of snakes, spiders, lizards and crocodiles,” says Kedda Ghazarian, Head of Marketing, Bonds.
Ryan Fitzgerald, ECD of Special Australia added, “Two things are widely known about Australia in the US: the laidback nature of our people and our unusually high concentration of dangerous animals. Less commonly known is how the former stays true in the presence of the latter. The secret? Our very comfy undies. We’re excited to share this gift with our American friends.”
The Made for Down Under national campaign will roll out across OOH, digital, social, SiriusXM podcast network, connected TV and Amazon, beginning 3 April and running through the rest of the year.
CREDITS
Client: Bonds
Head of Marketing: Kedda Ghazarian
Senior Brand Manager: Edwina Moller
Agency: Special
SPECIAL AUSTRALIA
CEO & Partner: Lindsey Evans
CCO & Partner: Tom Martin & Julian Schreiber
CSO & Partner Melbourne : Rebecca Stambanis
Managing Director Melbourne : Sasha Firth
Business Director: Marnie Dunn
Head of Strategy, Melbourne: Nathan Rogers
ECD Melbourne: Ryan Fitzgerald
Creative Directors: Joe Ranallo, Will Winter-Irving
Social Creative: Eliza Smith, Heidi Rabbitts
Design Director: Sabine Schwarz
Design: Sarah Ristevski
Head of Film + Content Melbourne: Sophie Simmons
Senior Producer: Glen Mcleod
SPECIAL US
CEO & Partner: Kelsey Hodgkin
Group Strategy Director: Janet Shih
Film Prod Co: EXIT
Managing Partner: Wilf Sweetland
Executive Producer: Leah Churchill Brown
Director: Stefan Hunt
Producer: Luke Kneller
D.o.P: Max Walter
Editor: Lucas Vazquez
Grade: Fergus Rotherham
VFX/Online: Alt.VFX
Sound/Music: Sonar Music
Head of Production: Haylee Poppi
Sound Engineer: Andy Stewart
Composer: Josh Pearson
Stills Prod Co: Sam I Am
Stills Photographer: Lula Cucchiara
Stills Executive Producer: Rich Cole
Stills Senior Producer: Henry Richardson
Social & TikTok Videographer & Post Production: Luke Tysoe
Media Agency: Hearts & Science, Flywheel
