Join the Queendom - The Chick Flick by Leo Burnett Melbourne

Date: Jul 2018
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Australia's iconic underwear brand Bonds, has taken to the bushland in search of Queendom, a sassy take on Kingdom, to promote its Women’s only range of products.

The campaign, which is shot in New South Wales’ Blue Mountains, follows a young women in her search for The Queendom, a community of strong women who chop wood, crack nuts and look after each other.

The ad, which is promoting the Bonds Originals underwear, aims to serve as a empowering message to young women to own their femininity.


Client: Bonds

Head of Marketing: Emily Small

Brand Manager: Kedda Ghazarian

Marketing Manager: Kelly McBride

Marketing Manager: Michelle Taylor

Assistant Brand Manager: Taylah Johnson

Agency: Leo Burnett Melbourne

CCO: Jason Williams

Director of Integrated Strategy: Ilona Janashvili

Creative Director: Daniel Pizzato

Art Director: Lucy Logan

Copywriter: Holly Burgess

Senior Agency Producer: Eliza Malone

Content Producer: Lucy Appleyard

Print Producer: Kirstie Gadsden

Motion Designer: John Angless

Group Business Director: Amanda Nicoll

Account Director: Chloe Erftemeyer

Film Production: Playtime

Director: Gracie Otto

DOP: Stefan Duscio

Executive Producer: Oliver Lawrance

Producer: Tom Slater

Stylist: Ella Murphy

Hair & Makeup: Alan White & Gillian Campbell

Offline editor: Rohan Zerna - The Butchery

Colourist: CJ Dobson - The Refinery

Online artist: Chris Betteridge - The Refinery

Post Producer: Freya Maddock

Sound: Sam Hopgood - Bang Bang Studios

Music: Level Two, Electric Dreams

Track: Day Ones - JessB

Photography Production: M.A.P.

Photographer: Nicole Bentley

Producer: Adam Watson

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