Australian underwear brand Bonds has initiated a user generated design campaign in order to promote its new range of Mesh and Microfibre Hipsters.
The new ‘Feel The Colour’ digital promotion - which launched recently with Australian actress Rachael Taylor (of Transformers and Greys Anatomy fame) as its ambassador - invites fans of the brand to upload photos they think would look good converted into clothing for a chance to have their design developed into a real product.
Submissions for creative underwear designs are being crowd sourced via the popular photo-sharing app, Instagram.
""What we loved about this idea is that is transcended the digi to reality gap. This time we're truly giving the power to the people by giving them the ability to put their creations on our iconic Hipster range. We love that we can put our fans in the Bonds design seat,” said Bonds brand manager, Zoe Hayes.
Its also not just about winning the big design prize, as runners up in the online competition will also receive an Ultimate Festival Bundle (which includes $200 worth of festival tickets courtesy of Moshtix).
The brand previously created an all girl band – performing in their underwear – for an ad campaign in 2010, which featured a free download of the ad sync track ‘Standing On The Corner’ by Melbourne band Super Wild Horses.