To remind the nation of the uniquely beloved place the brand holds across all ages and demographics, Bonds has launched a new brand platform: ‘As worn by us’. Created by Special Group and produced by Wildebeest, over 20 days were spent on the road, travelling from Mullumbimby to Perth, Melbourne to the Tiwi Islands, capturing footage of everyday Australians wearing Bonds.

The campaign includes a suite of films voiced by Noni Hazelhurst. Each spot starts where the last one left off to present a seemingly never ending chain of Aussies in Bonds; demonstrating that no matter who you might be, chances are you’re wearing the brand.

For OOH over 100 photographic portraits were shot of Australians wearing Bonds at every year of life from ages 0 to 100. A large-scale installation at Melbourne’s Parliament Station saw all the portraits presented together, showcasing a rich array of characters from farmers to wrestlers to dancers to accountants, beginning with newborn, Adeline, in her Bonds Newbies and concluding with 100-year-old Geoffrey, in his Chesty.