Bonds launches Bloody Comfy Period Undies with new ‘Unplugged’ album via Leo Burnett
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, with agency Leo Burnett, 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 Ellie Dunn, senior copywriter, Leo Burnett: “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 Stacey Karayannis, senior art director, Leo Burnett: “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.”
Says Kedda Ghazarian, marketing manager at Bonds: “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.”
Unplugged is out now and streaming freely on Spotify and Apple Music here.
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
and that’s why we need more female creatives
YES! Love this.
Killin it Ellie & Stacey
Love the thinking behind this. Hell yeah girl teams
My teenage daughter actually showed this to me last night. Such an empowering message without being cheesy. Congrats to all involved.
That’s fucking great.
This and Vegemite.
She putting a rose in all her cheeks
Awesome work Stacey + Ellie….IMHO the best creative team @Leos!
This is bloody nice
There is no client whose agency roster construction is more of a mystery to me than Bonds. Everytime I think I understand who has gotten the chop and who the agencies are, someone I thought were no longer working with them launch an ad.
My confusion aside, I think this work is great. No doubt a much needed boost for an embattled Leo’s.
Leo’s have given Special Group one hell of an act to follow.
Ha ha “Unplugged”. That’s a cracker!
What a period pun!
Brave, fun and refreshing. Couldn’t think of a better way to promote womens period products than using all female teams. Finally brands and agencies are getting it.
I think this is cheesy as hell.
Which is why it’s probably bang on.
Awesome work. Not cheesy or advertising try hard. Just bloody good.
This is a refreshing move away from the usual BS. I love this Kira Puru is awesome!
Bloody love this. Great work team!
Love it. This is brilliant on so many levels, well done to all. Wanna see all the other music vids too
This is so good! Huge job to pull together all those musos into something so personal, and lovely bit of filmmaking to boot.
Really lovely work. Congratulations to all involved. 🙂
I’m going to disagree with all the LB commenters here and say that I really don’t like it.
So many period puns and zero insight.
Female team but feels like a gang of guffawing men wrote it, laughing at how many ugly puns they could ‘crack’ about women’s bodies.
Special Group will bring an elegant, deft hand to this account. One that’s clearly badly needed.
Nice, I like it. Trying a bit hard on the art direction with the word ‘bloody’ though.
Yep, we get it, no need for the Dracula red and the outline. Maybe one pun too many after ‘unplugged’.
Go the gals! Great work from a great team!
is this to launch Bonds Vegemite undies?
Girl teams! Huzzah!
Quiet karen, people are trying to be supportive
If you’re going to use the term Karen – please do not take it away from race. You ignorant child!
It gets two thumbs up from me
Love love love love love this!
Would be interesting to see the comments if a male team had written these puns.
My daughter shared this with me yesterday from TikTok and was literally beaming because it’s the first time anyone has made periods look cool. An absolute game-changer.
Well done to the team at Leos.
That’s some way to drop the mic on Bonds!
I liked the idea for the idea. Regardless of who it came from.
It’s one terrible pun written over three posters.
It’s not even a campaign.
Even if this was corny no one would be allowed to say so, including the creative director. So its awesome.
This is shit.
A guy writes this campaign : tone deaf, crass pun, insensitive, first thought.
Woman writes campaign: empowering, funny, brave.
Interesting way to talk to young girls. Music to celebrate period underwear and taboos. I like it.
Great work. My teen girls showed me.
Great stuff Ellie+Stacey.
Understanding your target audience and delivering work they love is what we should all be aiming to do. Not focussing on work that only pleases ad peers/jurors. Well done.
So if I’m a male and I don’t like this because i think it’s punny then I’m accused of not understanding the audience and for well … just being a male.
If I’m a female and I don’t support or like this then I’m dismissed, belittled and labelled a ‘Karen’.
There’s just no winning. And this is the main problem with the industry. We’re expected to support diversity regardless of what we think of the work. I really don’t think any creative worth their salt would agree with that.
For the record, I think the campaign is interesting regardless of the puns. I just hate the comments that take this to an unnecessary place.
Let’s all be honest. Periods are not gross, but “unplugged” certainly is.
Bloody love the tone of this work! Well done team.
If I guy doesn’t like this because it’s punny he is accused of not understanding the audience.
If a woman doesn’t like it she is labelled a ‘Karen’. You can’t win. Guess I just need to shut up, follow the movement, do as I’m told and pretend I like it.
Great work Jason Williams!
What an absolutely shit campaign
Just an awful ad, embarrassing to many viewers
I am a female and think this is a really gross advertisement. No need for this at all! We certainly don’t need an advert about periods!!!