Bendon celebrates the multi-dimensional woman in ‘No Woman Is One Woman’ campaign via YS.
Bendon has launched the latest expression of its Bra Better platform with New Zealand indie agency YS. 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 celebrates the many ways women show up in life and reinforces Bendon’s commitment to building a community that supports women through every season, shift and self.
“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.”
Says Piers Bebbington, GM Marketing, Bendon: “Bra Better is about raising the standard in product, in experience, and in how we show 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 stars iconic Australian model and writer Jessica Leahy, whose advocacy for body confidence, empowerment and inclusivity makes her a natural fit for the message. Leahy brings an authentic perspective that reflects the campaign’s heart: women are complex, powerful, and worthy of comfort and confidence exactly as they are.
No Woman Is One Woman launched across New Zealand and Australia on February 9, with a fully integrated rollout spanning VOD, out-of-home, point of sale, social and influencer channels, alongside cinema placements in the much-anticipated Wuthering Heights, starring Margot Robbie and Jacob Elordi.
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 & Sophie Alexander
Social: Antonia Cosma
Media Agency: Thompson Spencer
Sound Design: Shane Taipari – Franklin Road
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