Ads We Like: Underwear brand Bonds takes to the Australian bushland in sassy campaign

Bonds, the iconic Australian underwear brand, 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 was shot in New South Wales’ Blue Mountains, follows a young woman in her search for The Queendom, a community of strong women who chop wood, crack nuts and nonchalantly deal with large spiders.

The ad, which is promoting the Bonds Originals underwear, aims to serve as an empowering message to young women to own their femininity. It is supported by short-form content and interviews and is part of a wider social campaign which also includes fundraising events to support Reach Foundation, which helps young girls.

The campaign builds on the previous ad, which saw models sweltering in the extreme heat of the Australian desert.

The campaign was created by Leo Burnett Melbourne and directed by fashion director Gracie Otto. The music for the ad was created by New Zealand artist JessB.

Emily Small, head of marketing at Bonds, said: “This range was made for young women and so we were excited to make some content that spoke to them. The brief was to create a space where confidence rules, without losing our Bonds sense of humour.”

Holly Burgess, copywriter at Leo Burnett said: “The Queendom, a sassy twist on the traditional Kingdom, felt really natural. We were keen to throw a few stereotypes out the window and have a bit of fun with it in the process.”

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