CLIENT
Bonds
1. Kedda Ghazarian - Marketing Manager
2. Kelly McBride - Head of Marketing
3. Amanda Varbaro - Brand Manager
AGENCY
1. Alexandra Nel - Connections Strategy Director
2. Abigail Dubin-Rhodin - Strategy Director
3. Ellie Dunn - Senior Copywriter
4. Stacey Karayannis - Senior Art Director
5. Naomi Gorringe - General Manager
6. Kim Thompson - Account Director
7. Michelle Browne - Senior Integrated Producer
SUMMARY
This is the story of how Bonds, Australia’s most famous underwear brand, overcame girls’ extreme menstrual shame to get them literally singing out loud about their periods. For the launch of their period underwear, Bonds tapped 6 of Australia’s rising music stars to create Unplugged, the world’s first acoustic album written about periods by women on theirs. Through this innovative approach, Bloody Comfy Period Undies brought period underwear into the mainstream, sent sales skyrocketing, and got girls seeing their periods as a source of strength, not shame.
