Bonds has launched its new Icons range with a new campaign with a funky music video starring TikTok star Mia Rodriguez, dancer & choreographer Lance Savali, Olympic gold skateboarder Keegan Palmer, and DJ sister duo Kinder.
The 90-second film, directed by Sanjay De Silva, is set in a corner store and follows the four talents.
“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,” said Kedda Ghazarian, marketing manager.
“We want our campaign to be a rallying cry for people across Australia to embrace their ‘Big Icon Energy’.”
Sian Binder, creative director, Special added: “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.”