For over 100 years BONDS has been Australia’s favourite and most iconic underwear brand. So much so, that every Australian man, woman, and child on average has seven items of BONDS underwear in his/her household.

Despite this dominance in undies (bottoms), BONDS had never been able to get equivalent share in the lucrative Australian bra market, which is worth approximately $1b a year.

Three previous attempts to launch a bra range had fallen short as women complained that BONDS was inferior quality, ill-fitting and for small-breasted women with no real need for proper support.

Simply put, BONDS was known for quality undies, not quality bras.

So our job was to convince the nation, as well as retailers, that BONDS was finally serious about bras.

Instead of following fashion convention (insert good-looking women having fun in bras) we wanted an idea bigger than just bras and women. A ‘moment’ that could stop traffic and get BONDS back into the cultural narrative. So we broke some rules and cheekily changed two letters in the BONDS logo - from BONDS to BOOBS – because if BONDS was committed enough to change their sacred logo, they really meant business.

BOOBS got BONDS back into Australian culture and made women believe it was finally serious about bras. In addition, the campaign also changed the game for BONDS and retailer engagement, as they are now open to conversations that exclude traditional reach media.

Finally, BOOBS generated an 83% sales increase; over $4 million in earned media coverage and almost 54 million media impressions. The most successful launch in BONDS history to date.