Kiwi shoots Oz underwear ad

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The Sweet Shop director Campbell Hooper – a Kiwi who created award-winning music videos for Kimbra, Gin Wigmore, Brooke Fraser and The Naked & Famous – has partnered with Clemenger BBDO Melbourne to create a new 60sec TVC for Australian underwear & clothing retailer Bonds.

The spot, titled Shine Bright, is intended to be a “fun, youthful celebration that embodies the brand with a vibrant, creative flair”.

“I really wanted to pull something special and unique out of the bag here,” Hooper said. “Something energetic and adventurous to emotionally connect and grab our audience’s attention. Collaborating with Bonds and Clemenger made this easy, as they fully supported my creative approach and embraced the colourful chaos I presented them. Together we produced something that captures the energy and magic I wanted to share.”

The Shine Bright campaign features new music from American electro-rock outfit, Parade of Lights and their yet-to-be-released track, Golden.



Client: Bonds
Group General Manager: Anthony Heraghty
General Manager of Marketing: Tanya Deans
Senior Marketing Manager: Emily Small
Senior Brand Manager: Caroline Bourke
Brand Manager: Josh Woods
Agency: Clemenger BBDO, Melbourne
Creative Chairman: James McGrath
Senior Copywriter: Hilary Badger
Creative Team: Elle Bullen and James Orr
Planning Director: Michael Derepas
Senior TV Producer: Emma Johnson
Managing Partner: Simon Lamplough
Account Director: Katy Morgan
Production Company: The Sweet Shop
Director: Campbell Hooper
Producer: Ben Dailey
Executive Producer: Edward Pontifex
Managing Director: Wilf Sweetland
DOP: Autumn Durald
Production Designer: Guy Treadgold
Editor: Campbell Hooper
Visual Effects: Mat Ellin, Beryl
Music Production: Karl Richter, Level Two
Sound Engineer: Paul Le Couteur, Flagstaff

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