Bonds has proven there's no such thing as bad publicity.
A controversial Bonds campaign has been shortlisted in the Outdoor Lions, a category in one of the world's biggest creative annual awards shows in Cannes.
Ten Australian campaigns have been shortlisted in the international event, with Bonds the only fashion finalist.
The Advertising Standards Bureau received a wave of complaints around Bonds' 'Boobs' campaign last year.
It appeared on billboards around the country to promote Bonds' new range of bras.
A majority of complaints alleged the word "boobs" was inappropriate in such a predominant ad and insensitive towards women.
Bonds marketing general manager Tanya Deans said the light-hearted campaign had been well received at the time.
"The word boobs is part of the Aussie vernacular and is one of the most common everyday terms used by Australians young and old to describe breasts in a light-hearted and non-offensive manner."
Other Australian campaigns in the running for an Outdoor Lion include Coca-Cola's 'Rainbow Billboard' and ANZ's 'GayTMs'.