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Campbell Hooper’s kooky lab experiment for Bonds

The Sweet Shop, Auckland, 11 November 2014: Renowned for his unique multi-disciplinary approach, director Campbell Hooper has partnered with Bonds and Clemenger BBDO Melbourne to create a playful, visually remarkable piece showcasing the new Bonds range as part of a creative, kooky ‘research lab’.

Click to play spot

Click img to play spot

In this spot titled ‘Shine Bright’, we see the Bonds range as a blank canvas, with each scene depicting how every part of the collection has been created. It’s 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. Something energetic and adventurous to emotionally connect and grab our audience’s attention”, says Hooper. “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.”

Bonds General Manager of Marketing, Tanya Deans adds, “We’ve always celebrated Christmas at Bonds, but this year is extra special with the creation of our Shine Bright range. The bright and colourful prints are designed to capture the fun and wonder of the festive season and we wanted this campaign to do the same.”

The ‘Shine Bright’ campaign launched with this 60 second TVC on Sunday. The spot 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