Clemenger BBDO Melbourne calls for 35,301 Bonds ambassadors for The Birthday Project
Clemenger BBDO Melbourne has created a campaign for Bonds, looking to find one person born every day since Bonds’ inception on July 1, 1915 – that’s 35,301 people.
Called The Birthday Project, the campaign artwork will come from a Facebook casting call, with 63 regular Aussies selected to be photographed and appear in individual advertisements, including a metrolite campaign featuring 34 unique executions. These ads will encourage the rest of the country to claim the day they were born by uploading a photo of themselves at WeAreBonds.com.au People will be able to also tell the story of their own life, creating a photographic timeline with an astonishing 35,000 links.
In return, the first 15,000 people to claim their date will receive a one-off personalised Bonds tee, printed with their birthdate across the chest and delivered to their house.
Says Clemenger BBDO Melbourne executive creative director Ant Keogh: “There are not many days more important than the day you were born. So the idea of claiming a unique and personalised t-shirt with that date on it, I think, is a pretty unique and compelling prospect. We hope Australia agrees.”
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
ECD: Ant Keogh
Creative Directors: Jim Ingram & Ben Couzens
Creatives: Jim Ingram, Ben Couzens, Julian Schreiber, Tom Martin.
Group Account Director – Mark Gretton
Senior Account Director – Doni Savvides
Account Manager – Melissa Lay
Senior Producer – Sevda Cemo
Print Producer – Monique Martino
Head of Studio Production: Sharon Adams
Head of Digital Production: Chris Kerr
Digital Producer: Felizia Harder
Digital Design Lead: Peter Bakacs
Designers: Brian Foo, Nicole Shuttleworth, Jenny Nixon
Technical Lead: Daniel Zabinskas
Developers: Jamie Le Seouf, Peter Turner, Nicole Shuttleworth,
Hugh Campbell
Quality Assurance: Jeremy McMillan
Planning Director – Mike Derepas
Social Strategist – Sasha Cunningham
Photographer – Christopher Tovo
Producer – Monica Clapcott / Adam Litchfield
48 Comments
Amazing Campaign! Love Love Love it!!
Nice
Like.
Wow. Great idea. More awards
And that chick is really hot too
Very nice.
Nice idea.
love it
Great work there Jim and Cuz.
Droooooop taaaaaaank
84 was a good year.
Genius.
You’ve reinvented the whole heritage thing.
Well done guys.
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I LOVE IT. I’m not sure if iTunes will feel the same when they see the gallery viewer…
Camel foot
Simple, fun, social, brilliant. Aussie campaign of the year?
Nice idea and great execution. Tops all ’round.
This is a free tee shirt giveaway and just because it happens to take place online doesn’t make it anything more. It won’t help Bonds beyond allowing them to make 35,000 more tee shirts (in China).
I’m not crushed I didn’t think of it, but man, i’m jealous of all the awards it will win. Great work guys. Love it.
It’s a small at award time not xxl
A protruding pudendum I see before me.
it’s that good.
the web interface seems a bit clunky, and the birthday is an odd one? but it’s good.
Happy 97th birthday bonds. Can’t wait to see what you do for 100.
can you please post a link to the TVC.
I hope the clems team involved and credited don’t claim all their birthdays – there will only be a few hundred left
This is a lovely idea. My first reaction was “ooh, how can I sign up?” But then it occurred to me how worrying it is.
Your date of birth is one of the most commonly used digital signatures. When you call your bank or your ISP to alter details one of the first things they do to establish your I.D. is ask you your birthdate. I don’t think Clems or Bonds are trying to steal people’s online identities but each of these posters is like publishing half of someone’s credit card number.
Emperors new clothes, big time!
Look at you guys, so stupidly obsessed with your selves that you even post the first twenty or so comments about your own work.
Sad.
Poor mans picnic, sorry guys, you need a new idea.
Meh, let’s invite, collect and print 35k individual Aussie birth dates onto tshirts as a nod to bonds existence. Maybe even print a photo or 10 on a few. Fuck we should also get some cool artist/photographers to help make it epic.
Why would this win awards? it’s dull as dishwater.
Calm down Clems folk. It’s ok, but it’s not great.
If you are starting to worry where the next NAB or Support Scent is comming from, keep looking, this won’t be it.
And for god sake be humble and stop trying to win us all over with your PR carpet bombing of ok ideas.
It’s kind of ok, but if it wasn’t Clems, no one would be talking it up.
MAybe book it in for a bronze or 2, just because it’s from Clems.
Took me too long to scroll to 1972 so I left. Fail.
Pretty dull web site and not so good on functionality.
I would get a kick in the arse from my CD if i’d done this web site. It’s very old school.
Mumbrella has already called it ‘Campaign of the Year’, demonstrating how utterly clueless they are. It’s a half cute social media freebie giveaway and it really shows how irrelevant we’ve become as an industry if we feel this is going to solve Bonds real problems. This is like spraying an air freshener at a sewage dump.
Hey bonds, I already own my birthday. I don’t need to go to your site and give it to you, to use in a marketing idea.
And giving me a free T shirt to lure me, is just silly.
Essentially it’s one of those people will do anything to get themselves in an ad idea.
It’s just not a very good one because it’s not a great creative idea to celebrate a companies arbitrary 97th birthday, by getting people to stuff for them.
It’s a Clems campaign, oh my god, it must be wonderful!!!!
Judge the idea here people, not the agency hype.
Firstly, the hilarious barrage of Clem’s self-love at the start of this comment thread is both obvious and sad.
Secondly, it’s nice – but in no way groundbreaking in either idea or execution.
And lastly, the website itself crashes far too often – just look at the Facebook page comments for the hassles people are having with it.
Dev should be factored into awards, and on this basis alone (even disregarding a been-done concept rehashed in a new digital guise) it’s a pretty big fail.
I tried to upload my dogs birthdate and photo but for some reason you’se rejected it. He’s a person, well, he considers himself to be one and he’s wearing a bonds t-shirt in the photo. Discrimination!
Might this be the end of the glory days at Clems?
It certainly isn’t in the same ball park as there usual stuff, and they are very keen to use all their media friends to make us believe it’s the second coming of the Messiah.
Despite everything CB and Mumbrella tell us, I think it is pretty average and won’t win much more than a possible effectiveness award
Average at best, but it’s clems, so expect it to wind up in a beautifully crafted case study that makes you feel like it changed the world (remember support scent, case study had blind people practically seeing by the end it was so effective).
And expect it to win. They certainly are.
Read this expecting the next big thing from the best agency going around, but it’s not great. Don’t know why you sycophants all are falling over yourselves about it.
If that is a big winner at Cannes I’ll eat a donkeys dick.
People will do anything for free stuff, that’s not an idea.
The backlash against the idea begins see facebook and other blogs people
It’s one of those campaigns with all the ingredients of a good idea, without being a good idea.
Sorry guys, not up to the standard you have set yourselves.
It’s a T-Shirt with a birthday on it. Would have been better if it be Bond’s 100th Birthday or something. Not entirely sure what you’re trying to say here…
Why the hell would I want to walk around with a t-shirt with my birthday on it?
And why isn’t this celebrating something relevant, like the 100th birthday rather than ‘insert random number here’?
Meh. Doesn’t float my boat, and clearly the site’s a fail (that said, it’s failing because people are visiting it, which I don’t get).
@Ben
“Why the hell would I want to walk around with a t-shirt with my birthday on it?”
Over 40,000 Australians say your judgement is plainly wrong.