“It doesn’t matter if you have a big or a small list, you need to protect your assets.”
You don’t know which “expert” to consult for your next underwear purchase? How about a sushi chef, a fisherman, a property consultant or former AFL coach Kevin Sheedy?
A new Bonds campaign, via Special, tapped these industry experts to explain the benefits of “protecting your assets”, “maintaining your gear”, “winning the ball game” or choosing the “best box to bento box for your 3-piece sushi”. ‘ in a new campaign for Bonds Total Package.
“Sitting, digging, lifting, crushing, bending, tapping…we put our balls through a lot every day,” said Nathan Rogers, director of strategy at Special.
“With the majority of guys just disengaged with their underwear on, we had to find a new way to cut.”
“Bonds’ new Total Package is the next generation of men’s underwear with design innovation that supports its pieces like never before,” said Bonds Marketing Director Kedda Ghazarian.
“We hope our cheeky campaign will resonate with men across Australia and help them understand the comfort that awaits.”
Credits
CUSTOMER: Obligations
Marketing Manager: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller
AGENCY: Australia Special
CEO/Partners: Lindsey Evans and Cade Heyde
CCO/Partners: Tom Martin and Julian Schreiber
Strategy manager/partner: Rebecca Stambanis
Chief Strategy Officer: Nathan Rogers
Strategist: Jack Gilbert
Creative Directors: Sian Binder & Lea Egan
Creatives: Simon Dalla Pozza & Lewis Aramayo
Design Director: Keir Vaughan
Designer: Bella Plush
Team Leader: Georgia Newton
Commercial Director: Michelle Braslin
Company manager: Phoebe Peralta & Timmi Tsapaliaris
Main producer: Sophie Simmons
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
Director of photography: Tim Tregoning
Offline Editor: Charles Ivory
Level/Online: Ben Eagleton
Post-production – White chocolate
Photos: Daphne Nguyen – B&A
Retouching: Visual Thing – Ashley Peat
House of Sound: Rumbling
Sound engineer: Cam Milne
His EP: Michale Gie
MEDIA AGENCY:
Media Agency: WCO
Commercial Director: Laura Nathan
Strategist: Susie Wall
Account Manager: Camilla Wallace
Account Manager: Michael Gregory
Account Manager: Amy Hallinan
Sales Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Activation Account Manager: Lisa Lee
Media Assistant: Kailam Dirckze