Bonds: "Love will continue" Campaign

bonds"love will continue" campaign

School Advertising Project, 2020

In this solo project, I created a brief that could raise Bonds' brand awareness among Aussie younger generation and bring them the vitality during the lockdown.

Bonds is an enduring underwear and clothing brand which has more than 100-year history in Australia. It is also a brand that cares about social justice and diversity of the community.

Two months have passed since the Victorian government announced Stage-four lockdown and this state has changed our life completely. No one can live like an isolated island and people need to unite by emotional connections especially during hard times. I created a brief myself which aimed to convey comforting and supportive messages digitally for Australians, enhance brand awareness and promote the sporty product range of Bonds.

0. RESEARCH & CONCEPT SKETCHES

Trendy
Cozy lifestyles
Loving and caring

Illustrated 4 scenes of activities people can normally do during lockdown.

People in the pictures are all wearing Bond’s clothing to expose the brand image.

practice yoga alone;
play with the dog in the backyard;
work from home and listen to music;
make tasty recipes at home.

- feature 4 types of relationship

- show the diversity of nationalities and sexual orientations.

- use colourful palettes to show the delight and chose a flat cartoon style

1. IG POST

COPY:

Bondsau:

Treat yourself and your family better coz we all know love will continue in this harsh pandemic...We are not going to be defeated, and Bond’s comfortable collection of clothing is here to stand by your side and be supportive. #bondssaus #lovewillcontinue