> Bonds Unplugged

When it comes to period products, we’ve been plugging away the same way for over 90 years. But with Bonds’ new Bloody Comfy Period Undies, the cycle’s about to change. We needed to convince Aussie teens to embrace a comfier, more natural way to period. So we created ‘Unplugged’: an acoustic-style album featuring songs that were written by six of Australia’s most celebrated artists on their period, while wearing the Bloody Comfy Undies.

We unleashed a rich ecosystem encouraging girls to Live Life Unplugged through TVCs and a mad flow of online content designed to inspire period confidence through every note, click and purchase. A very bloody fun job indeed.

Awards summary: APAC Effies Branded Content, GOLD, APAC Effies Silver, RETAIL, D&AD Direct Shortlist, AWARD Branded Entertainment SILVER, AWARD Craft Music SILVER, Adfest Branded Entertainment Lotus SILVER, Spikes Entertainment BRONZE, Spikes Music BRONZE .