AUCKLAND, Today: Bendon is back with a fresh take on its Bra Better platform, teaming up with indie agency YS to launch No Woman Is One Woman, a campaign celebrating women as layered, evolving and never one-dimensional.
The work highlights the many ways women show up in life while reinforcing Bendon’s focus on fit, comfort, confidence and community through every season, shift and version of self.
CEO Anna Johnson says the platform has always centred on confidence and authenticity. “Bendon has always been about helping women feel confident in their own skin, not fitting into a mold.” says Anna Johnson, CEO, Bendon.
“We truly do have a bra for every age and stage, but more importantly, we want women to feel seen. This campaign is about showing up with women, celebrating who they are, how they change, and everything they carry.” says Anna Johnson, CEO, Bendon.
YS Creative Director Julie Spedding says the idea reflects real life contradictions women carry daily.
“Women are never just one thing. They can be strong and soft, bold and tired, playful and serious sometimes all in the same day.” said Julie Spedding, Creative Director at YS.
“We truly do have a bra for every age and stage, but more importantly, we want women to feel seen.” – Anna Johnson, CEO, Bendon
“No Woman Is One Woman captures that truth with warmth, respect and realness. It’s powerful to work with a brand that doesn’t simplify women, it celebrates them.”
GM Marketing Piers Bebbington says the campaign expresses what Bendon has always stood for, just through a more modern lens.
“Bra Better is about raising the standard in product, in experience, and in how we show up.” says Piers Bebbington, GM Marketing, Bendon.
“This campaign is not about reinventing Bendon. It is about expressing what has always been true in a way that feels right for today,” says Piers Bebbington, GM Marketing, Bendon.
“No Woman Is One Woman captures that in a deeply human way, with clarity and confidence, while holding on to the warmth the brand is built on,” Bebbington added.
Fronting the campaign is Australian model and writer Jessica Leahy, whose advocacy for body confidence and inclusivity mirrors the message, with the rollout spanning VOD, outdoor, social, influencers and cinema from February 9.
CREDITS
Client: Bendon
Creative Agency: YS
CCO: Corey Chalmers
CD/Director: Julie Spedding
Chief Strategy Officer: Sue Kipling
Strategist: Lydia Sleeman-Bailey
Photographer: Simon Upton
DOP: Taylor Prichard
Producer: Chantal Hoogvliet
Editor: Simon Murtagh
Designers: Meagan Bach, Alana Shelton & Sophie Alexander
Social: Antonia Cosma
Media Agency: Thompson Spencer
Sound Design: Shane Taipari – Franklin Road
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