The Australian underwear brand Bonds is promoting its launch in the UK with a campaign that pays homage to Wonderbra’s famous "hello boys" poster. TBWA\London created the work, which revisits the agency’s 1994 Wonderbra campaign featuring the model Eva Herzigová. The Bonds execution shows the Australian actress Rachael Taylor – who appeared in Transformers and the TV series Grey’s Anatomy – dressed in Bonds underwear next to the strapline: "G’day boys." The poster will run on billboards at the Chelsea Yacht Club, Kensington High Street and Finchley Road. The campaign was written and art directed by Andre Laurentino, with photography by Nick Hudson. Media was handled by M2M.
Chief creative officer
Executive creative director
President TBWA Group UK
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