Bonds is Back with Period-Proof Panties

    By Asia Ad Junkie - Jul 19, 2021
    Bonds is Back with Period-Proof Panties

    Our favorite underpants brand, Bonds, returns with their latest Bloody Comfy Period Undies campaign, ‘Cheer Bleeders.’ The newest spot features a specially created cheer team dedicated to making all Australians who menstruate feel more empowered.

    The integrated campaign, which was created in partnership with Special Group Australia, showcases the Bonds’ Cheer Bleeders wearing Bloody Comfy Period Undies as they fly through the air, cheering about different aspects of periods using the tagline ‘Cheer through the Bleed.’

    The in-your-face underpants style has become somewhat of a hallmark for Bonds, who previously brought a gaggle of Aussies dancing in their knickers through the outback.


    “Bonds’ mission is centred around making the world a more comfortable place for everyone and there has never been more opportunity to do this than when it comes to young Aussies and the cultural norms around periods,” said Luke Thompson, Creative Director at Special Group. “The Cheer Bleeders do just that by cheering proudly and positively about periods and everything around them. They also hero Bloody Comfy Period Undies with a fresh voice that’ll appeal to teens in the channels they use.”

    “Cheer Bleeders is the next exciting installment on our Bloody Comfy Period Undies journey, following our launch of the category-breaking innovation in 2020,” added Bonds’ Marketing Manager, Kedda Ghazarian.


    “We want to show young Aussies everywhere, that you can be just as active, just as confident and just as comfy when you have your period as when you don’t. No period should hold anyone back. Special Group have developed a campaign with the confidence and attitude to match.”

    All the integrated film assets across Instagram, Facebook, TikTok and YouTube were shot by director Leilani Croucher and the Revolver team.


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

    Creative Agency: Special Group Australia
    Founding Partners: Lindsey Evans & Cade Heyde
    Strategy Partner: Rebecca Stambanis
    CCO & Partners: Julian Schreiber & Tom Martin
    Creative Directors: Luke Thompson & Toby Moore
    Creatives: Cat Williams & Jessica Roberts
    Designer: Maggie Webster
    General Manager: Paige Prettyman
    Business Director: Emma Salmon
    Business Manager: Timmi Tsapaliaris
    Senior Integrated Producer: Sophie Simmons

    Production Company: Revolver
    Director: Leilani Croucher
    MD / Executive Producer: Michael Ritchie
    Executive Producer: Pip Smart
    Producer: Alexandra Taussig
    Director of Photography: Sam Chiplin
    Post Production House: Glue Society
    Offline Editor: Scott Stirling
    Colourist: Scott Stirling
    Online Editor: Viv Baker

    Music + Sound: Otis Studios

    Photographer: Alexandrena Parker
    Retouching: Visual Thing

    Media agency: OMD
    Business Director: Laura Nathan
    Strategist: Susie Wall
    Account Director: Camilla Wallace
    Account Manager: Michael Gregory
    Account Executive: Liam Breust
    Trading Director: Sam Hey
    Trader: Sabrina Ranasinghe
    Programmatic Trader: Luke Jervis

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