We Are Bonds

Iconic Australian fashion brand Bonds has been around for 35,301 days (aka since 1915). To celebrate their long-running relationship with Australians their new campaign is called ‘We Are Bonds’. And everyone is invited to claim their birthdate as one of those 35,301 days.

The first 15,000 entries on their microsite will receive a shirt with the words ‘ I AM <BIRTHDAY>’. Famous ambassadors like Pat Rafter and Dame Edna as well as average Aussies pose with their birthdate on posters, at events and online.

Agency is Clemenger BBDO Melbourne