CLIENT
Pacific Brands
Emily Small, Head of Marketing
Kedda Ghazarian, Brand Manager
Michelle Taylor, Marketing Manager
AGENCY
Lauren Isaak, Integrated Strategist
Ilona Janashvili, Director of Integrated Strategy
Daniel Pizzato, Creative Director
Lauren Isaak, Integrated Strategist
Lucy Logan, Art Director
Holly Burgess, Copywriter
Amanda Nicoll, Group Business Director
Chloe Erftemeyer, Account Director
Eliza Malone, Senior Agency Producer
Lucy Appleyard, Content Producer
Kirstie Gadsden, Print Producer
John Angless, Motion Designer
OMD
SUMMARY
This is the story of that ad with the armpit hair!
Join the Queendom was a new frontier for Bonds; a definitive but risky break from the ‘dancing girls’ approach it had favoured in the past. The imperative was to get our girl back at a time when the next generation of young Australian women were seeing Bonds less and less as a brand for them. The vehicle? A fierce takedown of female stereotypes and a rallying call to confidence. And the result: a record 70% on “Brand for me”, outstanding sales, and sales momentum with a broader-than-ever range of sizes.
