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Produced by Special and Division, the Icons campaign leads with an anthemic film that embodies the unapologetic attitude of a generation that aren’t afraid to be themselves, bare their flaws to the world and unleash their ‘Big Icon Energy’. The campaign enlists the help of Olympic skateboarder Keegan Palmer, singer Mia Rodriguez, dancer Lance Savali, and DJ sister duo Kinder, who channel the ‘Big Icon Energy’ of their new Bonds Icons. 

Set in a corner store to a bespoke track, the film follows four next-gen talent as their iconic energy is amplified by the Icons range to ripple out and affect the world around them — setting off car alarms, buzzing street lights and drawing the attention of every camera. 

Directed by Sanjay De Silva, the film comes to life in a long form music video for Bonds organic channels as well as 30”, 15” and 6” cutdowns. 

Says Kedda Ghazarian, marketing manager, Bonds: “Our new Icons range is an exciting reimagination of our classic styles, with bold cuts and fierce patterns that take them to the next iconic level! We want our campaign to be a rallying cry for people across Australia to embrace their ‘Big Icon Energy’.” 

Says Sian Binder, creative director, Special: “Engaging with this audience is tough so we knew tone and vibe was going to be everything. The campaign is loud, bold and a bit wild, just like the Bonds Icons range.” 

The campaign will roll out across TVC, OOH, OLV, Podcast Partnerships, Social and Owned Channels. Supporting organic content will also live across social on TikTok, IG and Snapchat.