Love Luna launches its first campaign ‘Easy Decision’ via Willow & Blake


Love Luna period and leak-proof underwear has launched its first campaign, ‘Easy Decision’ developed by Willow & Blake.


A significant shift in the period care market has consumers wanting more from their period care products. No longer is it just accepted or necessary to have uncomfortable, unflattering, unsustainable or inhibiting options.

Love Luna offers reusable period care products such as period briefs, pads and liners that are not only a more sustainable solution, but a comfortable one, too.

Says Amanda Koukounaris, online sales manager, Love Luna: “Love Luna is on a mission to change habits in the personal care industry by creating products which are a sustainable alternative to everyday disposable sanitary products and also make the wearer feel great.”

One of the biggest pain points in the reusable category is that period briefs are seen to be uncomfortable, but Love Luna’s internal research showed that the briefs were so comfortable that many women were choosing to wear the briefs regardless of whether they were on their period or not. Offering both a sense of comfort and security, Love Luna briefs are an underwear drawer staple.

While sustainability is key, it was also front of mind not to shame or add the burden of not currently using these products onto the consumer.

Says Brittany Stewart, senior copywriter and strategist at Willow & Blake: “We know Australian women are busy enough without adding another thing they have to worry or feel guilty about. We wanted to position Love Luna as an easy choice and simple everyday switch anyone can make on the path to living more sustainably.”

Adds Koukounaris: “These are briefs you can wear in the thick of your period just as much as you can under a nice outfit when all your other undies are in the wash.”

The TVC will go live across FTA and BVOD, and supported by an integrated digital campaign managed by Media33.

Love Luna is available in major retailers and online via

Client: AMBRA

Creative Agency: Willow and Blake
Founders: Bree Johnson, Jess Hatzis-Walker
Managing Director: Rob Patterson
Creative Director: Chris Baker
Senior Strategist / Copywriter: Brittany Stewart
Senior Art Director / Designer: Victoria U
Social Creative: Ellie Laffner

Production Company: The Producers
Producer: Noelle Jones
Director: Hailey Bartholomew
DOP: Jason Hargreaves ACS
Editor: Ollie Knocker
Grade: Edel Rafferty
Music Composition: Mark McDuff
Audio: Cutting Edge

Media Agency: Media33
Managing Director: Jenna Lambert
General Manager: Ashlee Crawford