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Your Shot: How Leo Burnett Celebrates 100 Years of Bonds

Behind the Work 904 Add to collection

Adjusting waistbands and straightening tops, Bonds launched its biggest campaign ever to celebrate its centenary year

Your Shot: How Leo Burnett Celebrates 100 Years of Bonds

The TVC was created by Leo Burnett Melbourne and is set to the iconic Australian INXS song, “What You Need”. It brings Australians of all ages together to celebrate through dance and movement the spirit of the brand over 100 years.  Five 20-year-olds, 200 6-month olds and a 75-year old mixing it up with a 25 year-old are all part of the “100 year” cast who represent the love, colour and life of Bonds. 

Leo Burnett Melbourne creatives Joe Hill and Garret Fitzgerald catch up with LBB to discuss the making of.

LBB> What was the casting process like on this campaign? What kind of attributes/skills were you looking for in the talent?
Joe Hill: With such a spread of talent in the spot, the casting process was quite involved. Performance was one thing, but we also needed people who had the right energy and spirit. For the more routine based dance sequences (e.g. 5x20) we obviously had to look closely at the technical ability of each person. As for the scenes where people just go for it (e.g. the kids or 75 y.o.), it was about seeing how much fun they could have. Mullinars Sydney did a great job sourcing all of the talent.

LBB> How did using an iconic Aussie song help to reinforce the celebratory mood of the campaign?
Garret Fitzgerald: Being such a famous Aussie company, we needed a song that could do justice to the occasion and the brand’s heritage. INXS felt right. As great as the original ‘What you need’ track is, we wanted to see if a slight remix would help knit it closer to the action. Sydney based producer Toby Burvill struck the right balance of staying true to the track, whilst reworking it just enough to really accent the performance.

LBB> What was the collaboration process like when working with Goodoil Films director Uncle Friendly?
JH> True to his name, Uncle Friendly is a super friendly guy. This made the process of working together very easy. From our first chat to the final edit, we had a really open and collaborative dialogue the whole time (with a few laughs along the way).

LBB> Garret Fitzgerald: How many days did you shoot and across what locations?
GF> The shoot took three days in total. Clovelly beach, University of Technology Sydney and a high school made up the bulk of the shots. Of all the locations, our favourite was a parking lot that had the remains of a tile shop in it (75+25). The old tiles provided a beautiful texture on both the ground and the wall behind the dancers.

LBB> What was the most challenging aspect of enlisting choreographed dance routines?

JH> Naturally there’s always the challenge of making sure the talent hits their mark. You might think you have a great take, but on playback you spot something that’s off our out and have to keep running it until it’s right.

Another challenge with dance is that it can be tough to present the clothing in the best possible light. Body movement moves things around, so wardrobe are very busy in-between each take adjusting waistbands, straightening tops and the like.

Of all the shots in the spot, one of the more complex was the opening. To have the girls come into frame the way Uncle Friendly wanted, the sequence had to be choreographed and danced in reverse. (A big thanks to choreographer Vincent Paterson – he was awesome).
LBB> What kind of feedback did you receive from the client?

GF> Bonds are very happy with the result. With a history of movement and dance in their ads, they feel this one celebrates their 100th year (and new range) in true Bonds' style.

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Genres: Choreography, Fashion & Beauty

Leo Burnett Singapore, Wed, 29 Jul 2015 05:48:56 GMT