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Bonds launches Pride range and Out Now campaign


Bonds launches Pride range and Out Now campaign


To celebrate its new Pride range, Bonds has created ‘Out Now’, a campaign celebrating the coming out stories of queer Australians.

Out Now creative assets feature the amount of time the Australians showcased have been out and proud.

Bonds will host an Out Now exhibition in partnership with Minus18, during the Sydney Mardi Gras. The exhibition will feature portraits of the queer community including Rhys Nicholson, Mojo Juju, Montaigne and Frances Cannon. Minus18, champions of LGBTIQA+ youth around Australia, will offer support to punters and add their photos to the Growing Wall of Pride.

“We’re proud to be a brand that has a history of representing all Australians,” says Kelly McBride, Bonds head of marketing, “and are thrilled to be working closely with Minus18 to celebrate the queer community in a way that everyone can get involved.”

The campaign comes via Leo Burnett. “Out Now is about celebrating the joy of being out, the journey that comes with it and sharing pride in the fashion space,” says Leo Burnett senior creative Ellie Dunn.

Activity will run across social, online, outdoor and in store. The Out Now exhibition will be held at 74-76 Oxford Street, Darlinghurst from 28 February until 1 March. The Sydney Gay and Lesbian Mardi Gras runs from 14 February until 1 March.

Video ads from the campaign tell the coming out stories of a range of Australians.


Further reading:

Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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