Bendon and YS celebrate women in new campaign

Bendon has launched the latest expression of its ‘bra better’ platform with YoungShand. 

Bendon continues to champion fit, comfort and confidence, while honouring women as they are: layered, evolving and never one-dimensional.

Titled ‘No woman is one woman,’ the campaign aims to celebrate the many ways women show up in life. Bendon adds it reinforces its commitment to building a community that supports women through every season, shift and self.

Truth with warmth

“Bendon has always been about helping women feel confident in their own skin, not fitting into a mold,” says Anna Johnson, CEO, Bendon.

“We truly do have a bra for every age and stage, but more importantly, we want women to feel seen. This campaign is about showing up with women, celebrating who they are, how they change and everything they carry.”

Julie Spedding, creative director at YS, adds: “Women are never just one thing. They can be strong and soft, bold and tired, playful and serious sometimes all in the same day.

“‘No woman is one woman’ captures that truth with warmth, respect and realness. It’s powerful to work with a brand that doesn’t simplify women, it celebrates them.”

Raising product standard

Bendon’s GM marketing Piers Bebbington says: “’Bra better’ is about raising the standard in product, in experience and in how the brand shows up.

“This campaign is not about reinventing Bendon. It is about expressing what has always been true in a way that feels right for today. ‘No woman is one woman’ captures that in a deeply human way, with clarity and confidence, while holding on to the warmth the brand is built on.”

The campaign also stars Australian model and writer Jessica Leahy, whose advocacy for body confidence, empowerment and inclusivity makes her a natural fit for the message, Bendon says.

‘No woman is one woman’ was launched across New Zealand and Australia on February 9. The fully integrated rollout spans VOD, out of home, point of sale, social and influencer channels, alongside cinema placements.

Credits

• Client: Bendon
• Creative agency: YS
• CCO: Corey Chalmers
• CD/director: Julie Spedding
• Chief strategy officer: Sue Kipling
• Strategist: Lydia Sleeman-Bailey
• Photographer: Simon Upton
• DOP: Taylor Prichard
• Producer: Chantal Hoogvliet
• Editor: Simon Murtagh
• Designers: Meagan Bach, Alana Shelton and Sophie Alexander
• Social: Antonia Cosma
• Media agency: Thompson Spencer
• Sound design: Shane Taipari – Franklin Road

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