Background

The fashion industry produces a lot of energy and waste. That’s why Bonds, one of Australia’s oldest and most iconic fashion brands, launched their first sustainable clothing range called Re-loved - made from up to 45% recycled material. So to be true to range, we had to launch their most sustainable range in the most sustainable way possible.

Describe the creative idea

We created a digital campaign made entirely of re-loved material. Instead of creating anything new, we re-loved 100 years of old Bonds iconic advertising. In doing so, we created an entire digital suite of content without creating a big carbon footprint.

Describe the strategy

We created a digital campaign made entirely of re-loved material. Instead of creating anything new, we re-loved 100 years of old Bonds iconic advertising. In doing so, we created an entire digital suite of content without creating a big carbon footprint.

Describe the execution

We didn’t promote the range with the usual big fashion shoot. Instead, we used our existing online shopping shots. Then, we went back into the archives, picked some classics and combined them together. We re-loved old print ads and turned them into social posts, re-loved old TVCs and turned them into online and social video and we even re-loved an old model as our influencer.

List the results

• Reach: 18,262,757 • Engagement: 0.25% click through rate • Our re-loved influencer’s Instagram post was the highest positive sentiment on a Bond's organic post ever.