Chafe off undies.
BONDS have launched Chafe Off undies in a campaign via Special bringing a chafeless utopia to life.
The Goodbye Friction campaign imagines a world where, thanks to BONDS Chafe Off, friction is a thing of the past; the heated trash talk in a rugby scrum transforms into compliment-laden words of affirmation, and hot headed chefs dish up wholesome support and appreciation with their trademark passion and intensity.
The campaign sets up the possibility for BONDS to play an active role in helping people bid Goodbye to Friction in all aspects of life, be it amongst sporting rivals, between reality TV contestants or in heated gridlock traffic.
Special ECD Ryan Fitzgerald said friction really does have a lot to answer for.
“There’s plenty that can be soothed by simply donning a pair of BONDS Chafe Off undies, we’re looking forward to seeing what else the BONDS brand can take from punchy to positive,” he said.
BONDS marketing manager Liz Coburn said the team hear from men every day that chafing is their #1 pain point when it comes to undies.
“BONDS Chafe Off is revolutionising the game by stopping friction in its tracks. Through our cheeky BONDS humour, we hope to share the friction-free joy to Aussie men all around the country,” she said.
The campaign is brought to life across Online Video, Social, OOH and POS.
Credits:
Client: BONDS
Head of Marketing: Kedda Ghazarian
Marketing Manager: Liz Coburn
Senior Brand Manager: Edwina Moller
Agency: Special
CEO/Partner: Lindsey Evans
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
Head of Strategy, Melbourne: Nathan Rogers
Senior Strategist: Laura Wiseman
ECD: Ryan Fitzgerald
Creatives: Lauren Regolini, Locki Choi
Design: Sarah Ristevski
Managing Director: Sasha Firth
Business Director: Marnie Dunn
Business Manager: Maddie Williams
Head of Film + Content: Sophie Simmons
Senior Producer: Katherine Muir
Production Coordinator: Aleisha Winslow
Prod Co: Collider
Managing Partner & Exec Prod: Rachael Ford- Davies
Exec Prod: Tom Slater
Dir: Nash Edgerton
Prod: Martin Box
D.o.P: Aaron Mclisky
Editor: Drew Thompson @ARC
Grade: Edel Rafferty
Online: Ryan Brett @ Manimal Post
Audio Producer: Irene Kakopieros
Sound Engineer: Daniel William
Social & TikTok Director: Alice Adlide
Social & TikTok Post Production: Denzil Heeger @ Manimal Post
Media Agency: OMD and Incubeta
