9 September, 2020

Bonds Launches Bloody Comfy Period Undies With New ‘Unplugged’ Album Via Leo Burnett

By B&T Magazine

The early years of your period can be fraught with the fear of embarrassment. It doesn’t help that we’re still using products invented almost 100 years ago. But a new period in periods has arrived.

To launch its new Bloody Comfy Period Undies, Bonds is on a mission to inspire period confidence by encouraging teens to Live Life Unplugged. Leakproof, better for the planet, and bloody comfy, the undies reduce the need for disposable products, allowing people to experience periods “unplugged.” To celebrate this new, more natural way to period, Bonds is reaching out to teens through music.

A powerful line-up of female artists has been assembled to create Unplugged – a bespoke, acoustic-style album of songs inspired by the artist’s own period experience while wearing Bonds Bloody Comfy Undies. The album features some of Australia’s most celebrated musical talent – G Flip, Alice Skye, Montaigne, Ali Barter, Georgia Maq and Kira Puru, and all royalties are being donated to Support Act, which helps struggling artists through tough times. G Flip’s track, ‘Unapologetic’, was premiered this week on Triple J.

Says Leo Burnett senior copywriter Ellie Dunn: “Everyone’s periods are so different and we love that these songs express that – from G Flip’s track about being unapologetic, to Ali Barter’s tune about embracing the flow, to Alice Skye singing about a persistent mood. They’re all bloody beautiful really.”

The campaign ecosystem centres around the Unplugged album and a suite of unplugged performances recorded live at Melbourne’s Sing Sing Studios with talented producer/engineer/mixer Anna Laverty, who has worked with the likes of Courtney Barnett, Lady GaGa and Florence and The Machine. Supporting the album are two TV spots starring G Flip and Alice Skye, social and online activity, and a making-of film called, ‘Behind The Flow’.

Says Leo Burnett senior art director Stacey Karayannis: “We can’t make periods less annoying but we hope that after hearing these songs and the artists’ personal stories behind them that we can at least help teens feel a little more comfy and confident enough to just embrace what comes naturally.”

Kedda Ghazarian, marketing manager at Bonds, says: “Our new Bloody Comfy Period Undies are all about making life easier and your cycle comfier. It’s been a tough time for the Aussie music scene, so we’re particularly thrilled to bring attention to young women in this industry and show girls that you can go with the flow and feel bloody comfy doing it.”

Campaign Credits:

Client: Bonds

 Head of Marketing: Kelly McBride

Marketing Manager: Kedda Ghazarian

Brand Manager: Amanda Varbaro

Creative Agency: Leo Burnett

Chief Creative Officer: Jason Williams
Creative Director: Michelle Walsh
Senior Copywriter: Ellie Dunn
Senior Art Director: Stacey Karayannis
General Manager: Naomi Gorringe
Account Director: Kim Thompson
Head of Production: Adrian Jung
Senior Integrated Producer: Michelle Browne
Director of Integrated Strategy: Ilona Janashvili
Senior Strategist: Abigail Dubin-Rhodin
Senior Connections Strategist: Alexandra Roubine

Film Production: Photoplay
Director: Jasmin Tarasin
Assistant Director: Jessica Walton
Executive Producer: Oliver Lawrance
Head of Production: Emma Thompson
Editor: Joelle Baudet
Post Production: White Chocolate and Sonar Music

Music / Album Producer: Anna Laverty

Melbourne Photographer: Jo Duck – Art Box Black
Sydney Photographer: Daphne Nguyen – Lion Management

Media Agency: OMD Melbourne
Business Director: Laura Nathan
Account Director: Camilla Wallace
Account Executive: Ebony Edwards
Trading Manager: Sam Hey
Trader: Sabrina Ranasinghe

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