Bonds and Bonds Baby Cover Special Debut with Anne Edmonds Comic

Bonds has launched a new platform for the Bond baby range, with a comprehensive policy for new parents.

Developed in partnership with Bond’s signature creative agency, Special Australia, Bonds Baby Cover is a tongue-in-cheek policy designed to reward new parents with free Bonds baby clothes from Thursday 19 May.


Other assets:

Vandalism 15″:
Disaster 15″:
Third Party 15″:

During a 12 month baby cover policy, parents can claim a free Bonds product on any of the following:
– Natural disasters: Includes poo-splosions and high winds.
– Vandalism: Claim for intentional damage caused by pencil/make-up/finger painting
– Accidental damage: Accidental damage, probably intentional, caused by your baby. i.e. broken family heirlooms, keepsakes, keepsakes.
– Third party: Claim when it goes everywhere and on everyone

The campaign is led by comedian and first-time mother Anne Edmonds. Of the new policy, Edmonds commented, “As a new mum myself, this brilliant idea struck me in more ways than one, oh boy.”

Video content created for the campaign portrays Edmonds as the Bonds Baby Cover Claims Assessor, overseeing a number of claims made by new parents. Set to elevator-style jazz music, the spots see and weary and ruffle Edmonds in a number of scenes with new parents, showing that with babies “anything can happen.”

The campaign will be deployed on online video, display and social media, as well as in-store. Policy coverage will also include member benefits such as discounts, free shipping and VIP access to new product collaborations, as well as a birthday gift.

Special Group Creative Director Lea Egan said: “As parents ourselves, it was so wonderful to work with such smart and funny mums on this project, from director Steph Smith to our incredible talent Anne who (like the total legend that she is) came to bed with her four month old baby!

Megan Voss, Head of Marketing at Bonds: “Bonds is thrilled to be able to support new parents as they navigate their way through the unexpected journey and joys of parenthood.”


Client: Australia Bonds
Marketing Manager: Kelly McBride
Marketing Manager: Megan Voss
Brand Manager: Andrea Biagini

Creative agency: Special Australia
CEO and Partners: Lindsey Evans and Cade Heyde
CCO and partners: Julian Schreiber and Tom Martin
Creative Directors: Sian Binder & Lea Egan
Creatives: Chris Andrews and Chris Elis
Strategic Partner: Rebecca Stambanis
Lead Strategist: Lucy Cochran and Leoni Simon
Design Director: Keir Vaughan
Designer: Bella Plush
Digital Director: James Simmons
Digital Producer: Shivangi Prabhavalkar & Stacey Szabo
Managing Director: Paige Prettyman
Team Leader: Georgia Newton
Entrepreneur: Phoebe Peralta and Timmi Tsapaliaris
Executive Producer: Sophie Simmons
Production Coordinator: Fiona Dunn
Finished Artist: John Riviera

Production Company: Playtime
Director: Steve Smith
Associate producer: Florence Tourbier
Producer: Bonnie Fay
Director of photography: Earl Dresner
Post-production house: the publishers
Post-producer: Adrian Konarski
Offline Editor: Grace O’Connell
Colorist: Greg Elvis
Online Editor: Matt Edwards
Sound: Gusto Studios
Sound producer: Brigid Giles-Webb
Sound Engineer: Colin Simkins

Still images
Production Company: The Kitchen
Photographer: Alexandrena Parker
Producer: Zabrina Wong
Retouching: Visual thing

Media Agency: WCO
Commercial Director: Laura Nathan
Strategist: Susie Wall
Account Manager: Camilla Wallace
Account Manager: Michael Gregory
Account Manager: Amy Hallinan
Sales Manager: Sam Hey
Sales Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Media Assistant: Kailam Dirckze
Activation Account Manager: Lisa Le
Activation Manager: Sherwin Lee

Garland K. Long