Bonds have been keeping Aussies comfy for over 100 years. So launching in the US represented an exciting new chapter for the brand.

However with zero brand awareness in this new market, we needed to find a way to introduce Bonds to Americans in a way that got heads turning.

Whilst Americans love Australia, they don't necessarily know the true Australia. This presented an opportunity for us to let Americans in on the reason Aussies are so laid back, even amongst some of the world’s most deadly animals.

It’s simple, they’re all wearing comfy undies. “Made for Down Under” brings Aussie comfort to the U.S, giving Americans the chance to be as laid back as Australians are.