Bonds Debuts Its Women's Range with a Tongue-in-Cheek Campaign

 - Sep 8, 2018
References: lbbonline & designtaxi
Australian brand Bonds has always generated excitement within the fashion industry with its playful underwear campaigns. In 2015, for example, the label engaged its target audience with a "hilarious ad that revealed life from the perspective of two testicles."

For 2018, the cheeky label is launching its first-ever women's range. Unlike Bonds' previous underwear campaigns, ‘The Queendom' marketing initative actively empowers and celebrates the female spirit and the right to go unshaven. The Australian label works alongside creative agency Leo Burnett Melbourne in the production of an engaging short video. The setting for this provocative campaign is dubbed 'Bush Land.' The marketing materials humorously poke fun at a number of stereotypes and liberate them from social stigma.