Australian underwear brand Bonds has launched a new brand platform, 'As Worn By Us', in a campaign that spans the length and breadth of the country.

The campaign, created by Special Group and produced by Wildebeest, took 20 days on the road, capturing footage of everyday Australians wearing Bonds products. From Mullumbimby to Perth, Melbourne to the Tiwi Islands, the campaign is a testament to the ubiquity of Bonds in the wardrobes of Australians.

The campaign includes a suite of films voiced by Noni Hazelhurst. Each spot in the campaign starts where the last one left off, creating a seemingly never-ending chain of Aussies in Bonds. For the out-of-home (OOH) component, over 100 photographic portraits of Australians wearing Bonds at every year of life from ages 0 to 100 were captured. These portraits were presented together in a large-scale installation at Melbourne’s Parliament Station.

Kedda Ghazarian, Head of Marketing at Bonds, said, "‘As worn by us’ is a proud reflection of the simple and unique truth that Bonds can be found in almost every Aussie’s undie or sock drawer. The campaign is a celebration of these stories, connections and the unique bond we all share – from the littlest newborn bub to the 100-year-old still rocking our humble Chesty singlet."

The campaign went live on 7 April and will run for the remainder of the year. It will feature across TV, cinema, social, point of sale, national OOH including the Parliament Station takeover and a Melbourne tram wrap.

Ryan Fitzgerald, Executive Creative Director at Special, shared his experience of the campaign: "When it comes to wearing Bonds, there’s often only one-degree-of-separation between us all. Bringing these connections to life took us all over the country. So many beautiful folks invited us into their lives and in many cases, stripped down to their undies. Seeing the authentic love out there for Bonds was something to behold and spectacular proof that it really is the brand as worn by us."

The 'As Worn By Us' campaign is a bold move by Bonds to celebrate its place in Australian culture, and to reinforce its position as a brand that truly spans the generations.