Bonds: Re-loved Cottontails

The fashion industry generates a lot of energy and waste. That’s why Bonds – one of Australia’s oldest and most iconic fashion brands – created the ‘Re-loved’ range, made from up to 45% recycled material. And when it came to launching their first sustainable range, we wanted to do it in the most sustainable way possible.

So we developed a digital campaign made entirely of re-loved material. Instead of creating anything new, we re-loved 100 years of Bonds’ most iconic advertising - like re-loving old Bonds TVCs and turning them into online and social videos. In doing so, we created an entire digital suite of content without creating a big carbon footprint.