Bonds Youth, an Australian underwear collection in many colours, patterns and styles, is demonstrated in a musical and dance “mash”, to the sounds of the Blondie track, Heart of Glass. The ad is a followup to the earlier Kaleidoscope campaign. Members of the Australian public are now invited to send in their own dance moves in a competition closing April 7, online at www.bonds.com.au/mash/.
Click on the image below to play the video in YouTube
The Bonds Youth Mash campaign was developed at The Campaign Palace, Sydney, by creative Directors Georgia Arnott and Jon Burden, creative Kirsty Gavin, account manager Pam Lloyd.
Filming was shot by Alex Smith via Boomerang Productions with producer Celina Janjic and editor Jo Scott. Choreographer with the girls was Leah Howard.
Music was produced by Andrew Lancaster, Sonar Music.
The Online aspects of the campaign were developed by team leader Sasha Firth, digital creative director Nitin Mistry, head of digital production Nathan Anderson, with digital producer Meredyth Judd, and Engine producer Celia Nicholas.