Bonds Launches Reusable Wonderbums That You Can Use Over and Over and Over…

Bonds has launched a new campaign called The Never Ending Nappy’ to promote the launch of its new Wonderbums reusable diapers via Special Australia.

Brought to life by director, Glenn Stewart, the film features a newly-minuted Dad in the midst of a nappy change having the realization that Wonderbums can be used over and over and over and over and over and over and over and over and over and over and over and over and over and over and over and over again.


Kedda Ghazarian, Marketing Manager, Bonds said: “Our new WonderbumsTM reusable nappy launches us into a completely new category for Bonds – one that felt natural given our credibility in baby and focus on absorbency innovation. The campaign is a cheeky nod to the joys (and realities) of nappy changes and helps Aussie parents to navigate a new way forward – a comfier solution to help slow the flow of disposable nappies ending up in landfill.”

Ryan Fitzgerald, executive creative director, Special added: “No parent launches themselves into reusable nappies because they’re excited for the challenge—they’re doing it in service of the little bum they’re covering. And a nappy you can use over and over and over and over again is a nappy that you can feel good about.”



Client: Bonds
General Manager, Marketing: Kelly McBride Marketing Manager: Kedda Ghazarian Brand Manager: Edwina Moller

Agency: Special Australia
CEO/Partner: Lindsey Evans
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
Managing Director: Sarah Raine
Head of Strategy, Melbourne: Nathan Rogers
Senior Strategist: Leoni Simon
ECD: Ryan Fitzgerald
Creative: Magnus Flynn, Lewis Aramayo
Design Director: Dan Jones
Finished Artist: Jen Bailey
Team Lead: Georgia Newton
Business Managers: Linh Diep & Ayesha Kithulegoda
Head of Film & Content, Melbourne: Sophie Simmons
Senior Integrated Producer: Charlotte Wren
Studio Production: Sonia Ebrington
Senior Digital Producer: Stacey Szabo

Film Production Company: Collider
Director: Glenn Stewart
Cinematographer: Max Walter
Executive Producer: Karen Bryson
Senior Producer: Tom Slater
Post House: Collider Studios

Editor: David Canning
Vfx: Glenn Stewart
Grade: Matt Fezz
Music & Sound: Rumble Studios
Composer: Pete Corrigan
Sound Designer: Liam Annert
Producer: Bec Ivanov
Stills Production Company: The Kitchen
Photographer: Alex Parker
Head of Production: Manuela Leigh
Retouching: Visual Thing
Media Agency: OMD

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