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Sync Watch February 2, 2021

Sync Watch: Bonds uses KingupingU track ‘Ya Ya Power’ for campaign showcasing diversity

Senior Journalist, B2B
Sync Watch: Bonds uses KingupingU track ‘Ya Ya Power’ for campaign showcasing diversity

Underwear brand Bonds has released a campaign promoting its sustainable product range.

Compared to underwear campaigns of decades gone by, this one showcases a much broader range of ethnicities and body types.

The TVC is backed by KingupingU’s 2020 track, Ya Ya Power, which was released last year via One Two Many Records.

The wider campaign will also run across cinema, out-of-home, online, in-store and social media.

The campaign was created by agency Special Group, which took hold of the creative account last year. Music supervision was conducted by Level Two Music.

Julian Schreiber, chief creative officer and partner at Special Group Australia, said: “It’s rare you get to tell the world that the future is in their undies. It’s a bold, simple and very Bonds way to announce their more sustainable ranges. We’re very proud that they let us help them do it.”

Campaign credits: 

Creative Agency: Special Group Australia
CEO: Lindsey Evans
Strategy Partner: Rebecca Stambanis
CCO & Partner: Julian Schreiber
CCO & Partner: Tom Martin
Senior Creatives: Sian Binder, Lea Egan & Hans Christian Berents.
Designer: Dan Jones
General Manager: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Head of Production: Nick Lilley
Senior Producer: Sevda Cemo
Stills Producer: Laura Midalia

Client: Bonds Australia
Head of Marketing (Acting): Karen Dwyer
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Assistant Brand Manager: Caitlin Robertson

Production Company: Finch
Director: Sam Hibbard
Producer: Nick Simkins
Director of Photography: Shelley Farthing-Dawe
Offline Edit: The Editors
Offline Editor: Mark Burnett
Online Editor: Drew Downes

Post Production: Atticus

Music Supervisor: Level Two Music

Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Cam Milne and Liam Annert

Social Videographer: Joshua Heath
Editor: Fraser Kelton

Post Production: Special Group

Production Company: Assembly Agency
Photographer: Duncan Killick
Producer: Kate Austin
Retouching: Visual Thing

Media agency: OMD


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