The Birthday Project set out to find 1 person born on every single day since Bonds began back in 1915. That’s 35,301 people. The promotion started with a Casting Call on Facebook to find ‘real’ people for posters, eDMS and online banners directing people to the website. From there, people found their birthday in the timeline and uploaded a photo of themselves on their date. Each person that ‘claimed’ their date received a one-of-a-kind Bonds tee, personalised with their birthday. Images from the project were then used to create a 30 second TVC and other ongoing communications down the track.

We imagined it would take 3 months to complete the project. In the first 24 hours, 20,000+ Aussies claimed their day in Bonds’ history. In fact, with a new upload every 3.8 seconds we needed to shut the site down for a short period and add 10 times the amount of moderators to catch up on the backlog of entries.

To Date:80,000+ uploads.Over half a million page viewsAverage time spent engaging with site: 9.42 minutes 400% increase in traffic to Bonds online retail storeAuscan data shows Bonds re-emerged as Australia’s Favourite Clothing Brand (above ADIDAS and NIKE)