MASH UP

TitleMASH UP
BrandBONDS
Product / ServiceYOUTH WOMENS UNDERWEAR
CategoryA01. UI
EntrantHANNES AUSTRALIA (BONDS) Melbourne, AUSTRALIA
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Production BIG ACTIVE London, UNITED KINGDOM

Credits

Name Company Position
Emily Small Hannes Australia (Bonds) Head of Marketing
Michelle Taylor Hannes Australia (Bonds) Marketing Manager
Mahli Pullen Hannes Australia (Bonds) Senior Brand Manager
Jason Williams Leo Burnett Melbourne National Chief Creative Officer
Tim Shelley Leo Burnett Melbourne Associate Digital Creative Director
Stacey Karayannis Leo Burnett Melbourne Art Director
Amanda Nicoll Leo Burnett Melbourne Group Account Director
Suzi Williamson Leo Burnett Melbourne Senior Account Manager
Nick Baum Leo Burnett Melbourne Senior Digital Producer
Eliza Malone Leo Burnett Melbourne Senior Broadcast Producer
Mat Maitland Big Active Director
Karl Richter Level Two Music Supervision
Georges Antoni Georges Antoni Photographer

The Campaign

Bonds Mash Up was a tactile, interactive film that translated the mix and mash behaviour of the Bonds underwear range into a digital space. Built using cutting-edge Three.js and WebG, the multiple layered and responsive digital experience looped to allow users to mash, mix and clash hundreds of pattern combos within seconds. Making every viewing experience totally unique. Girls could instantly shop their unique combos or share their creations with their friends via their social channels. Bonds Mash Up, gamified the shopping experience for young millennial girls.

Creative Execution

Launching through film, social and online, users were driven directly through to our Mash Up site. Built using cutting-edge Three.js and WebG, the multiple layered and responsive digital experience looped to allow users to mash, mix and clash hundreds of pattern combos within seconds. Making every viewing experience totally unique. To encourage exploration, users could instantly and seamlessly mash up patterns by tapping anywhere on the screen. Or they could select their favourite designs from the pattern grid which gave live feedback on every mash up. Users could shop their favourite looks at any time as well as share their creations via their social channels.

Links
Website URL