Bonds launches ‘Damn Dry Undies for Damn Strong Mamas’ via Special
Bonds has launched a new integrated campaign ,‘Damn Dry Undies for Damn Strong Mamas’, via Special.
The announcement:
Podcast host, author and influencer, Ellidy Pullin, joins a powerful line up of mums and bubs in Bonds’ new campaign to launch Damn Dry® Undies – undies that protect against light bladder leaks and help new mums feel comfortable and confident to take on the day.
Created by Special, the campaign ‘Damn strong mamas deserve Damn Dry® Undies’, aims to smash entrenched stigmas and empower new mums with normal looking undies for a normal part of motherhood.
With a refreshingly unapologetic honesty that cuts through category norms, the campaign moves to disrupt a space that is typically clinical in its language. The creative flips the script on the universal experience of light bladder leaks that most new mums will face, showing it for what it is – a side effect of extreme strength and endurance.
Bonds brand manager, Edwina Moller, said: “Giving birth is a sign of immense strength and light bladder leaks are a totally normal part of this process. So why should women be told they have to be ‘discreet’ and ‘hide’ from this? With this campaign, we really wanted to give the power back to mums.”
Lea Egan, creative director at Special added: “As parents ourselves, it was so important to us that this campaign heroes the strength of motherhood with a refreshing realness. If you just had a baby, you should be DAMN proud! We wanted this strength to sing through the campaign.”
The campaign comes to life across OLV, social, digital display and podcast integration.
Credits
CLIENT: BONDS
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Edwina Moller
AGENCY: SPECIAL AUSTRALIA
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
Head of Strategy/ Partner: Rebecca Stambanis
Senior Strategist: Leoni Simon
Creative Directors: Sian Binder & Lea Egan
Designer: Bella Plush
Team Lead: Georgia Newton
Business Manager: Phoebe Peralta & Timmi Tsapaliaris
Executive Producer: Sophie Simmons
Stills Producer: Emily Willis & Sonia Ebrington
PRODUCTION PARTNERS:
Content Production
Production Company: Artbox Black
Photographer: Jo Duck
Producer: Jane Robinson
Videographer: Jack Birtles
Sound Recordist: Oliver Dibley
Gaffer: Nick Gascoine
Stylist: Bridie Gilbert
Hair: Madison Voloshin
Makeup: Isabella Schimid
Set Stylist: Natalie Turnbull
Post-production
Editing: Tim Love
Editing: Carissa Bolton
Sound: Rumble Studios
Sound Engineer: Tane Lowrey
Sound Producer: Siena Mascheretti
Retouching: Visual Thing – Ashley Peat
MEDIA AGENCY:
Media agency: OMD
Business Director: Laura Nathan
Strategy Director: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account Executive: Amy Hallinan
Trading Manager: Tilly Johnstone
Trader: Spencer Egan-Tanner
Media Assistant: Kailam Dirckze
Source: Special
