Australian retailer Bonds launched its star-studded campaign this week.
Comedian Dame Edna Everage and Bonds ambassadors Sarah Murdoch and Pat Rafter attended the launch of 'The Birthday Project', at Sydney's Museum of Contemporary Art.
Bonds aims to find one Australian born every day since its inception on July 1, 1915.
The label, which is owned by Pacific Brands and is well-known for its singlets, boxer shorts and baby grows, needs 35,301 Australians to go online and register their date of birth as part of the initiative.
After music from Geoffrey Gurrumul Yanupingu, and a few jokes from Everage, a speech was given by Pacific Brands Group manager of underwear, Colette Garnsey.
The first 15,000 people to claim their birthday will receive a customised T-shirt with their date of birth on.
To mark the launch Bonds commissioned
Australian artist Darren Sylvester to create a portrait of 10 iconic
Australians 'enjoying a shared birthday moment'.
These include
Everage, Murdoch, Rafter, Gurrumul Yanupingu, former Number 96
actress and Australia’s oldest PHD student Lis Kirkby, cook and
author Margaret Fulton, actor Michael Caton, media personality
Deborah Hutton, pro surfer Owen Wright, solo sailor Jessica Watson
and a Bonds Babysearch winner.