Bonds Birthday Project


Agency Clemenger BBDO commissioned Baker Brand to develop a mass media idea to motivate Australians to participate in the Bonds Birthday project.


Baker Brand connected Bonds with 10 famous Australians including Dame Edna, Margaret Fulton and Gurrumul, together with Bonds ambassadors Sarah Murdoch and Pat Rafter. A photographic image of the talent created by artist Daren Sylvester was used as the centrepiece to launch a mass media publicity campaign, media event and digital campaign.


  • On day one of launch the campaign web site had more than 80,000 hits and was the highest-ranking twitter subject for two consecutive days.
  • The Bonds Birthday Project was recognised as the most successful multi-media campaign of 2012 by leading industry body Mumbrella.


‘Congratulations on what was a brilliant campaign! Your efforts have restored my faith that there is good PR out there who can deliver outstanding results. I’m sure Bonds and Clemenger BBDO must be chuffed. Well done – you are unique and I’m sure worth every penny”. Claude Morello, Agent for Barry Humphries.