Bonds Re-loved
Bonds
Issue 53 | January 2020
Agency
Leo Burnett Australia
Creative Team
Chief Creative Officer: Jason Williams Creative Director: Daniel Pizzato Art Director: Stacey Karayannis Copywriter: Ellie Dunn
Production Team
Agency Producer: Eliza Malone Production Company: Assembly NZ
Other Credits
Senior Business Director: Lauralee Cuzner Senior Account Manager: Kim Thompson
Date
June 2019
Background
The fashion industry generates a lot of energy and waste. That’s why Bonds – one of Australia’s oldest and most iconic fashion brands – created the Re-loved range, made with up to 45% recycled material. When it came to launching the sustainable range, the objective was to do it in the most sustainable way.
Idea
A digital campaign was created made entirely of re-loved material. Instead of creating anything new, 100 years of Bonds’ most iconic advertising was re-loved. Old print ads were re-loved and turned into social posts. Old TVCs were re-loved and turned into online films. An old model from the 70s was re-loved and she was turned into their influencer. In doing so, an entire suite of digital content was created, all without creating a big carbon footprint.
Results
• Reach: 18,262,757 • Engagement: 0.25% click through rate • Their re-loved influencer’s Instagram post was the highest positive sentiment on a Bond's organic post ever.