Not sure which underwear is the best “portfolio for your assets”? Bonds enlists an array of experts to help him

“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.”


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


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: 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