BONDS OUT NOW

TitleBONDS OUT NOW
BrandBONDS
Product / ServicePRIDE UNDERWEAR RANGE
CategoryF05. Cultural Insight
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Production PRODIGIOUS Sydney, AUSTRALIA

Credits

Name Company Position
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

Please tell us about the cultural insight that inspired the work

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. We shared the images out in the world, and out there online, the cast shared their coming out stories to help inspire the younger generation. During Sydney’s Gay and Lesbian Mardi Gras, we also launched the OUT NOW Exhibition. Through Bonds OUT NOW, we helped queer youth feel supported to live out and proud – now and for generations to come.

Links

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