Bonds Unplugged
Bonds
Issue 59 | June 2021
Agency
Leo Burnett Australia
Creative Team
Chief Creative Officer Jason Williams Creative Director Michelle Walsh Senior Copywriter Ellie Dunn Senior Art Director Stacey Karayannis
Production Team
Film Production Photoplay
Other Credits
Account Director Kim Thompson Director of Integrated Strategy Ilona Janashvili Senior Strategist Abigail Dubin-Rhodin Senior Connections Strategist Alexandra Roubine Client Head of Marketing Kelly McBride Marketing Manager Kedda Ghazarian Brand Manager Amanda Varbaro
Date
September 2020
Background
The task was to get teenage Aussie females, for whom tampons are the go-to period product, to switch to new Bonds Bloody Comfy Period Undies, a more natural, liberating way to period. The challenge was to reach them in a way they’d want to listen.
Idea
Six chart-topping female artists who Aussie teens look up to were assembled and asked to write an acoustic-style song about their period, while wearing a pair of Bonds Bloody Comfy Period Undies.
Then the songs were recorded live and unplugged and released as an album across major streaming sites and as live performances across multiple social platforms.
The album was supported on Tik Tok, Facebook, Instagram, YouTube and TV by a flow of content that encouraged girls to Live Life Unplugged. ‘Unplugged’ connected with girls across Australia introducing them to a better, comfier, whole new way to period.
Results
The campaign achieved a 356% uplift in sales, collecting over 12.1 million media impressions. The ‘Bonds Unplugged’ album was streamed 24,571 times over the campaign period and the live performances received a 54% View Through Rate on YouTube.
The range also won Woolworths’, Australia’s largest supermarket chain, New Product Launch of the Year.
Our Thoughts
This is so fabulously Australian. The product sounds as if it’s genuinely innovative.
And the advertising doesn’t mess around with metaphors. “Periods? Nothing to be embarrassed about, mate. In fact, I’ve written a little song about it.” Actually six songs and all six are bloody good, frankly. Ali Barter is my favourite. She sings, “This is my time/ it ain’t heavy at all/ so let it out, let it go/ it ain’t no secret I got the flow…” Sassy, funny and no shi*, this is a young Australian talking to other young Australians in a way they get. Except, of course, she’s singing.