SUB CATEGORY :

POINT OF SALE: LARGE SCALE

COMPANY ENTERING :

LEO BURNETT SYDNEY, SYDNEY

TITLE :

BONDS OUT NOW

BRAND :

BONDS

ADVERTISER :

BONDS

AGENCY :

LEO BURNETT MELBOURNE, MELBOURNE

CHIEF CREATIVE OFFICER :

JASON WILLIAMS

CREATIVE DIRECTOR :

DANIEL PIZZATO

COPYWRITER :

ELLIE DUNN

ART DIRECTOR :

STACEY KARAYANIS

AGENCY PRODUCER :

KAELENE MORTON

PRODUCER :

ROSEY KARAULA

DESIGNER :

PAULA CARDONA

PHOTOGRAPHER :

TRACEY LEE HAYES

ACCOUNT DIRECTOR :

KIM THOMPSON

BACKGROUND OVERVIEW :

FOR LGBTQIA+ YOUTH, COMING OUT CAN STILL BE DIFFICULT. SO TO LAUNCH BONDS’ FIRST EVER PRIDE RANGE, WE PARTNERED WITH QUEER YOUTH CHARITY MINUS18 AND TRANSFORMED THE EVERYDAY FASHION PHRASE, ‘OUT NOW’, INTO A POWERFUL PLATFORM OF PRIDE AND SUPPORT. THROUGH A VIBRANT SET OF POSTERS, BONDS OUT NOW FEATURED 55 EVERYDAY AUSSIES FROM THE QUEER COMMUNITY PROUDLY SHARING HOW LONG THEY’D BEEN ‘OUT NOW’ FOR, TO HELP QUEER YOUTH FEEL SUPPORTED TO LIVE OUT AND PROUD. WE SHARED THE IMAGES OUT IN THE WORLD, AND OUT THERE ONLINE, THE CAST SHARED THEIR COMING OUT STORIES TO HELP INSPIRE THE YOUNGER GENERATION. DURING SYDNEY’S GAY AND LESBIAN MARDI GRAS, WE ALSO LAUNCHED THE OUT NOW EXHIBITION: A REPURPOSED RETAIL STORE WHERE OUR PORTRAITS WERE PROUDLY DISPLAYED, AND WHERE QUEER REVELLERS FROM ACROSS THE WORLD JOINED IN TO HAVE THEIR PORTRAITS TAKEN. FOR EVERY PORTRAIT SHARED ONLINE, BONDS DONATED $1 TO MINUS18, RAISING THOUSANDS OF LIFE-CHANGING DOLLARS. THROUGH BONDS OUT NOW, WE HELPED QUEER YOUTH FEEL SUPPORTED TO LIVE OUT AND PROUD – NOW AND FOR GENERATIONS TO COME.