Next Creative Leaders

Next Creative Leaders is a portfolio competition that identifies, celebrates, and gives a global platform to talented women and non-binary creatives who are making their mark on the world with both their work and a unique point of view on creative leadership.

2021 Next Creative Leaders Work - NCL Work

Bonds Re-Loved

Agency Ellie Dunn

Client NCL 2021 | Ellie Dunn


NCL 2021

Annual ID


The fashion industry is famous for generating waste. That’s why Bonds created the Re-Loved range, made with up to 45% recycled material. To launch the range in the most sustainable way, we re-loved 100 years of Bonds’ most iconic ads, instead of creating new ones. We re-loved everything from old print ads to commercials to social posts. We even re-loved a milkshake-sipping model from 1974 and used her as our influencer. In doing so, we created an entirely digital campaign without creating a big carbon footprint.

This project is:

Leo Burnett Melbourne

Client URL

My Role in This Project

In Bonds Re-Loved, my role as senior copywriter was coming up with the creative concept and overseeing the entire project. As someone who’s passionate about ethical fashion and sustainability, this gave me a unique point of view in wanting to create a campaign that could be as sustainable as the product we were tasked to launch.

2021 Awards

NCL Work
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