Bonds and Leo Burnett are helping young women over the awkwardness of their first periods – Bonds with its new range of Bloody Comfy Period Undies and Leo Burnett with its new campaign of performances by women who nailed confidence during their period.

The campaign aims to inspire period confidence by encouraging teens to Live Life Unplugged through messages in music, underlining the product message that the new undies reduce the need for disposable products, allowing people to experience periods “unplugged”. A line-up of Australian female artists has been assembled to create the Unplugged campaign, which is led by an acoustic-style album of songs inspired by the artist’s own period experience while wearing Bonds Bloody Comfy Undies. The album features 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.

Leo Burnett senior copywriter, Ellie Dunn, commented, “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 Unplugged album was recorded live at Melbourne’s Sing Sing Studios with producer/engineer/mixer Anna Laverty, who has worked with t Courtney Barnett, Lady GaGa and Florence and The Machine. In the campaign’s two unscripted TVCs and making-of film, Behind The Flow, Photoplay director, Jasmin Tarasin, captures the unshakable confidence and “big sister” helpfulness of G Flip and Alice Skye. The campaign is also supported by social and online activity.

Leo Burnett senior art director, Stacey Karayannis, stated, “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, added, “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.

Credits:

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

Client: Bonds
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro