Last year, Bonds celebrated their national ubiquity with the launch of the ‘As Worn By Us’ platform. The campaign featured everyday Aussies wearing Bonds at every year of life from 0 to 100, showcasing the unique ways we experience Bonds throughout our lives. The average Aussie household owns up to 12 Bonds items, so no matter if it’s your bub, your mum or what’s-his-face down the road, chances are they’re wearing Bonds.

To continue the momentum of ‘As Worn By Us’, we were tasked with extending the campaign and targeting a younger demographic through content that aligns closely with them. It’s no secret that Gen Z have a huge love for Y2K nostalgia and all that comes with it. The fashion trend has taken over feeds, runways and the streets with low rise jeans, 90’s sportswear and even 2000’s prints having a major comeback.

As well as stylistic consequences, this love for Y2K has also meant we’ve seen the resurgence of disposable and digital cameras. They provide an unfiltered and authentic look and feel that Gen Z gravitate towards, in what is an overly filtered online world. 

With this in mind, we handed the reins over to four Gen Z creators, who styled staple Bonds products their own way, before capturing the looks using 35mm reusable film cameras. Staying true to the essence of the brand platform, each influencer provided an unfiltered, authentic expression of how Bonds shows up in their world.

The campaign came to life through social media, point of sale, and OOH, including interactive murals and an immersive wall at Melbourne International airport.