Bonds - Hoodies

Bonds is brand that we all grew up with. An icon. And when it comes to the bonds favourites, the hoodie is up there at the top. So apart from comfort, what is it about the hoodie that all ages love? We decided it was the space. Your own, personal space.

We did an outdoor campaign, featuring six age groups – from baby to adult – enjoying their space in their own way.

Then came the TV. With a client wanting the product featured for the whole time, how do we squeeze in our idea? We told the story of a 16 year old girl and her first foray into love. Exactly what she needs personal space for.

It’s a sweet, lovely story. And 2 weeks after it ran, it managed to turn normal girls and women into stores full of crazed, clawing creatures, desperately clinging onto one of the very few hoodies still on the shelf. Ahhhh, a sweet story indeed.