Title | BONDS OUT NOW |
Brand | BONDS |
Product / Service | PRIDE UNDERWEAR RANGE |
Category | F05. Cultural Insight |
Entrant | LEO BURNETT MELBOURNE, AUSTRALIA |
Idea Creation | LEO BURNETT MELBOURNE, AUSTRALIA |
Production | PRODIGIOUS Sydney, AUSTRALIA |
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 |
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.