Bonds releases ‘Unplugged’ album for its period underwear with Aussie artists

Bonds has released one if its final campaigns from Leo Burnett, bringing on board musicians G Flip, Ali Barter, Alice Skye, Montaigne, Georgia Maq and Kira Puru to sing about the empowerment and security of its leak-proof period underwear.

Last month, Bonds named Special Group as its creative agency of record following a pitch process that incumbents Leo Burnett and Clemenger BBDO Melbourne were involved in.

G Flip’s track, ‘Unapologetic’, debuted on Triple J this week. The songs from all the artists have formed a bespoke, short, acoustic-style album ‘Unplugged’, a reference to how people can now experience periods ‘unplugged’.

The album will also be supported by the live performances of the tracks by each artist, a ‘making-of’ film and two TV spots featuring G Flip and Alice Skye.

The target market for this campaign is teenagers.

Leo Burnett senior copywriter, Ellie Dunn, said: “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.”

Senior art director, Stacey Karayannis, added: “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.”

Bonds marketing manager, Kedda Gharzarian, said an added perk of the campaign was supporting the Australian music scene.

“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,” Gharzarian said.

The static executions of the campaign


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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