Revolution360, part of VMG, has delivered an inspiring campaign for iconic Australian underwear brand Bonds, showcasing the company’s commitment to empowering the LGBTQIA+ community during Sydney WorldPride 2023.
Keen to target Aussies as they wander urban and inner Sydney suburbs, Bonds engaged the bespoke out-of-home and street poster company to create an eye-catching campaign to showcase its latest collaboration with queer artist Kris Andrew Small as part of the city’s WorldPride celebrations.
Small, an internationally acclaimed artist known for his fusion of colour, typography, pattern and collage, was engaged by Bonds to create a series of abstract visuals to feature on campaign collateral, along with Bonds’ official Pride apparel & underwear range. The partnership with Small is the latest offering in Bonds’ UnGENderwear Project – a multi-year initiative, focused on breaking down gender stereotypes in the fashion industry.
The campaign, which is now on-display across Revolution360’s Sydney network, coincides with the city’s month-long Sydney WorldPride 2023 celebrations – the first for a city in the southern hemisphere. The festival will incorporate Sydney’s iconic Gay and Lesbian Mardi Gras, along with additional events across the arts, sport, theatre, concerts, parties, First Nations programming and a human rights conference.
Bonds’ marketing manager, Kedda Ghazarian said Revolution360’s campaign aimed to deliver brand and product awareness, while also reaffirming the company’s commitment to LGBTQIA+ advocacy.
Ghazarian said: “Revolution360’s out-of-home network and commitment to creative thinking provided the perfect environment for Bonds. We wanted to create a campaign that really promoted equality and acceptance of the LGBTQIA+ community in places where our audience lives, works and plays.”
“We know young people often struggle to feel accepted in their formative years. Revolution360’s creative campaign delivery and network not only allowed us to have a critical physical presence during WorldPride, but create a vibrant reminder to celebrate what makes us Proud To Be Me,” she added.
Revolution360 national sales director Josh Fitzgerald said: “Our partnership with Bonds is a true demonstration of a campaign with heart. This out-of-home series was about more than just driving sales or growing the customer base; it was about showcasing Bonds’ commitment to LGBTQIA+ advocacy.
“Our role was to create and deliver a platform for this community, and to build a campaign to really drive meaningful engagement and education around gender. I’m incredibly proud of this campaign and its impact, particularly the ability to showcase Kris’ work and his message of queer empowerment.”
The campaign will be on-display across Revolution’s 360 Sydney network throughout February and March.
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Top image: Kris Andrew Small