|Title||BONDS OUT NOW|
|Product / Service||PRIDE UNDERWEAR RANGE|
|Category||E03. Innovative use of Community|
|Entrant||LEO BURNETT MELBOURNE, AUSTRALIA|
|Idea Creation||LEO BURNETT MELBOURNE, AUSTRALIA|
|Production||PRODIGIOUS Sydney, AUSTRALIA|
|Jason Williams||Leo Burnett Melbourne||CCO|
|Daniel Pizzato||Leo Burnett Melbourne||Creative Director|
|Ellie Dunn||Leo Burnett Melbourne||Copywriter|
|Stacey Karayannis||Leo Burnett Melbourne||Art Director|
|Kim Thompson||Leo Burnett Melbourne||Account Director|
|Kaelene Morton||Leo Burnett Melbourne||Integrated Producer|
|Paula Cardona||Leo Burnett Melbourne||Designer|
|Tracey Lee Hayes||Prodigious Sydney||Photographer|
For LGBTQIA+ youth, coming out can still be difficult. So to launch Bonds’ first ever Pride range, we partnered with queer youth charity Minus18 and transformed the everyday fashion phrase, ‘out now’, into a powerful platform of pride and support. Through a vibrant set of posters, Bonds OUT NOW featured 55 everyday Aussies from the queer community proudly sharing how long they’d been ‘out now’ for, to help queer youth feel supported to live out and proud.
For LGBTQIA+ people, the value of representing and celebrating their stories cannot be understated, with queer youth especially suffering from higher rates of mental health issues. In particular, we knew that for LGBTQIA+ youth, coming out in 2020 could still be difficult. As an iconic Australian underwear brand, our strategy was to use the fashion space in a way that could help queer youth feel comfortable and empowered to live as their true selves.
To launch the new Bonds Pride range, we partnered with Australia’s leading queer youth charity Minus18, and created a platform that could give meaningful support. This idea was Bonds OUT NOW: Turning an everyday fashion phrase into a powerful platform of pride and support. Instead of casting fashion models, we recruited 55 everyday Aussies from the LGBTQIA+ community who were willing to put themselves out there in the new Bonds Pride range. Through a vibrant set of posters, the fashion phrase ‘out now’ became a mechanism of pride and support, with each person sharing how long they’d been ‘out now’ for. Out in the world, we shared the images in storefronts, shopping centers, and outdoors as striking street posters. And out there online, the cast shared their coming out stories to help inspire the younger generation.
Bonds OUT NOW received an outpouring of love online and in the press, and Bonds’ first ever Pride range exceeded its sales target by 70%. The campaign garnered over 14.7 mill ion media impressions, with 2.72 million people engaging with the campaign’s online content. The OUT NOW Exhibition – held during Sydney’s Gay and Lesbian Mardi Gras – attracted 2,500 visitors over a three-day period, and saw hundreds of queer revellers join in our showing of pride by having their portraits taken. For every #outnow portrait that was shared online, Bonds donated $1 to Minus18, raising $10,000 for queer youth. Bonds’ partnership with Minus18 has continued on, with Bonds becoming an ongoing supporting partner of the organisation, helping to raise awareness and funds for everything Minus18 does – including events, peer to peer support, producing resources, workshops and campaigns.