The campaign aims to celebrate all types of breasts, be they big, small, dazzling, saggy, new or uneven, according to Bonds, highlighting “Bonds’ unwavering support, all the way from A to G (cup that is)”.
The tongue in cheek ads will run nationally across APN Outdoor’s Elite Screens and large format billboards.
The latest marketing push is a follow up to last year’s Bonds Boobs campaign, which attracted attention when the brand replaced its own name for the word ‘Boobs’ in a version of its logo used on billboards.
“The Bonds Boobs campaign epitomises how simplicity and clear, clever creative can produce the most impactful message and resonate in a seemingly effortless way,” said APN Outdoor GM of Sales, Mark Fairhurst.
He said last year’s Bonds Boobs as was among the most highly recalled campaigns in 2013.