Many Aussies know that chafe is simply the worst. It makes your loins tender and your downstairs oh so angry. Worst of all, all this friction downstairs leads to friction upstairs — an angrier you. Thankfully, BONDS Chafe Off™undies are here to soothe, creating a nicer, happier, friction-free world.

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It was up to us to make sure everyone experiencing chafe could bid farewell to that feeling once and for all. 

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The Goodbye Friction campaign imagines a world where, thanks to BONDS Chafe Off™, friction is a thing of the past; the heated trash talk in a rugby scrum transforms into compliment-laden words of affirmation, and hot headed chefs dish up wholesome support and appreciation with their trademark passion and intensity.

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The campaign also helped set up the possibility for BONDS to play an active role in helping people bid Goodbye to Friction in all aspects of life. Be it amongst sporting rivals, between reality TV contestants or in heated gridlock traffic, we’re here to show that there’s no bit of prickly friction that can’t be soothed.

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We brought this campaign to life through various assets to run across online video, OOH, social and POS.