Bonds makes sustainability statement in ‘The Future is in your Undies’ via Special Group

Bonds is sending a message about sustainability and inclusivity with its new brand platform ‘For the Greater Comfy’.

Communicating its goal to make the world a comfier place for everyone, the campaign positions Bonds’ range as a symbol of change by putting its GOTS-certified organic cotton, recycled polyester and Australian-grown cotton in the spotlight.

The campaign is the first from Special Group after it took over the creative account from Leo Burnett and Clemenger BBDO Melbourne, following a competitive pitch last year.

“At Bonds, we’re on a mission to make the world a more comfortable place for everyone. Feeling good begins with doing good and a more comfortable, liveable planet won’t make itself,” said head of marketing, Karen Dwyer.