Case History Database

This is the story of how BONDS turned period stigma into product adoption by getting girls to literally sing aloud about them. For the launch of their Bloody Comfy Period Undies, BONDS tapped 6 Australian music stars to create Unplugged, the world’s first acoustic album written about periods by women on theirs. Through this innovative approach, the Unplugged campaign drove a x.x% profit ROI, x.x% sales growth and brand appeal and interest x points above product launch norms, demonstrating the commercial and brand value of living up to BONDS’s core belief that everybody deserves to be comfortable.

Abigail Dubin-Rhodin	Author/Strategy Director
Ellie Dunn	Senior Copywriter
Stacey Karayannis	Senior Art Director
Kim Thompson	Account Director
Naomi Gorringe	General Manager
Michelle Browne	Senior Integrated Producer
Jason Williams	Chief Creative Officer
Alexandra Nel	Connections Strategy Director
Laura Nathan	Business Director	OMD
Camilla Wallace	Account Director	OMD
Ebony Edwards	Account Executive	OMD
Sam Hey	Trading Director	OMD
Sabrina Ranasinghe	Trader	OMD
Luke Jervis	Programmatic Trader	OMD
Spencer Egan-Tanner	Media Assistant	OMD
Kedda Ghazarian	Marketing Manager	Bonds
Kelly McBride	Head of Marketing	Bonds
Amanda Varbaro	Brand Manager	Bonds