BONDS CHRISTMAS 2019
It might seem silly or sentimental but when you get down to it, it really is the people you love who make the holiday season so special. Not the gifts, not the decorations, not the tree or even the ham. It’s the bonds that make the season.
So we set out to find and celebrate the bonds shared by Aussies - the kind that run deep. Real bonds, between real people. Some funny, some poignant, some that pull at your heart strings. The below campaign tells the story of a series of incredible bonds including a young woman who defied medical recommendations to donate a life-saving kidney to her younger sister, a couple who’ve been married for 70 years, and IVF triplets born to three different mothers.
The campaign ran across TV, online, social, OOH and in-store.
At a time when every brand is competing for airtime, the campaign received overwhelming amounts of organic PR, including national and international coverage by publications such as Sky News, Nine News, SBS News, The Project and Pedestrian. You can read more about that below.
15” TVC and Long Form Content Pieces
OOH and Print
SOME PR
Not only did our stories resonate with the public, they made waves for the brand as well.
Most notable was the PR surrounding Steve and Nick, the real, and really in love, couple from our social and billboard executions. They were featured sharing a kiss in the campaign and whilst Same Sex Marriage is now legal (and celebrated!) in Australia, the image still garnered much provocation and discussion. Loud bigots were outraged but Australia hit back with support in droves. They even appeared on popular talk show The Project to talk about their role and importance in the campaign.
