Local creatives launch Bondi ad agency

Jonas Allen & Steven Thomson

Two Bondi Beach locals have launched creative agency Bondi Advertising, with foundation client Mavi Jeans.

The agency has been set up by former TBWA Chiat Day associate creative director Steven Thomson and former Moon Design creative director, Jonas Allen.  

Thomson said: “I don’t know any other ad agencies in Bondi so we’re saying we’re the first, and so far no one has said otherwise.

“We called it Bondi Advertising because we wanted to keep it simple and it seems like so much of our inspiration comes from the people in our local area.”

Thomson has most recently been freelancing for BMF, Three Drunk Monkeys and M&C Saatchi.

Bondi Advertising this week launched a campaign for Mavi Jeans.

The European brand established its denim range using peoples names. The agency has taken these names – Daniel, Serena, Marcus and Anna Mavi – and turned them into characters with distinctly different personalities.

Outdoor ads are being used to drive consumers to the Meet the Mavis website where they can get to know each character and the range of jeans on offer.

Each character also has a separate Twitter account and Facebook profile where consumers can join as fans and receive invitation to events and special offers.

“Eash character represents a slightly different demographic which allows us to target different markets. For example Daniel wears skinny jeans, so he’s young, a bit hip and a party boy. Marcus is 30 years old and has been there done that,” Thomson said.

“Mavi’s previous marketing has been generic press and outdoor ads, adapting a lot form Europe. Now its parent company has approached us to take this campaign global and tweak it for local markets.”