BONDS RE-LOVED

Silver Spike

Case Film

Presentation Image

TitleBONDS RE-LOVED
BrandBONDS
Product / ServiceAPPAREL
CategoryA04. Consumer Durables
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Production ASSEMBLY Auckland, NEW ZEALAND
Production 2 SQUEAK E. CLEAN STUDIOS MELBOURNE, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Chief Creative Officer
Daniel Pizzato Leo Burnett Melbourne Creative Director
Stacey Karayannis Leo Burnett Melbourne Art Director
Eliza Malone Leo Burnett Melbourne Senior Producer
Lauralee Cuzner Leo Burnett Melbourne Senior Business Director
Kim Thompson Leo Burnett Melbourne Senior Account Manager
Ellie Dunn Leo Burnett Melbourne Copywriter
Ellie Dunn Leo Burnett Melbourne Copywriter

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.

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