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  • SUB CATEGORY :
    USE OF MUSIC CONTENT
  • COMPANY ENTERING :
    LEO BURNETT SYDNEY, SYDNEY
  • TITLE :
    BONDS UNPLUGGED
  • BRAND :
    BONDS
  • ADVERTISER :
    BONDS
  • AGENCY :
    LEO BURNETT MELBOURNE, MELBOURNE
  • GENERAL MANAGER :
    NAOMI GORRINGE
  • CHIEF CREATIVE OFFICER :
    JASON WILLIAMS
  • CREATIVE DIRECTOR :
    MICHELLE WALSH
  • COPYWRITER :
    ELLIE DUNN
  • ART DIRECTOR :
    STACEY KARAYANIS
  • AGENCY PRODUCER :
    MICHELLE BROWNE
  • ACCOUNT DIRECTOR :
    KIM THOMPSON
  • STRATEGIC PLANNING DIRECTOR :
    ILONA JANASHVILI
  • STRATEGIC PLANNING MANAGER :
    ABIGAIL DUBIN-RHODIN
  • STRATEGIC PLANNER :
    ALEXANDRA ROUBINE
  • HEAD OF PRODUCTION :
    ADRIAN JUNG
  • FILM PRODUCTION COMPANY :
    PHOTOPLAY, SYDNEY
  • DIRECTOR :
    JASMIN TARASIN
  • ASSISTANT DIRECTOR :
    JESSICA WALTON
  • EXECUTIVE PRODUCER :
    OLIVER LAWRANCE
  • HEAD OF PRODUCTION :
    EMMA THOMPSON
  • EDITOR :
    JOELLE BAUDET
  • POST-PRODUCTION COMPANY :
    WHITE CHOCOLATE, SYDNEY
  • SOUND PRODUCTION COMPANY :
    SONAR MUSIC, SYDNEY
  • CAMPAIGN SUMMARY :
    FOR TEENAGE AUSSIE FEMALES, TAMPONS ARE THE GO-TO PERIOD PRODUCT. OUR TASK WAS TO GET THEM SWITCHING TO NEW BONDS BLOODY COMFY PERIOD UNDIES – A MORE NATURAL, LIBERATING WAY TO PERIOD. TO REACH TEENS IN A WAY THEY’D WANT TO LISTEN, WE CREATED BONDS UNPLUGGED: THE WORLD’S FIRST ACOUSTIC ALBUM ABOUT PERIODS, WRITTEN ENTIRELY BY ARTISTS ON THEIRS. WE ASSEMBLED SIX CHART-TOPPING FEMALE ARTISTS WHO AUSSIE TEENS LOOK UP TO AND GOT THEM TO WRITE AN ACOUSTIC-STYLE SONG ON THEIR PERIOD, WHILE WEARING A PAIR OF BONDS BLOODY COMFY PERIOD UNDIES. WE THEN RECORDED THE SONGS LIVE AND UNPLUGGED AND RELEASED THEM 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. BONDS UNPLUGGED STREAMED UP A STORM AND BONDS BLOODY COMFY PERIOD UNDIES SOLD THEIR ABSOLUTE PANTS OFF, WITH A SALES INCREASE OF 356%. THE CAMPAIGN GARNERED OVER 12.1 MILLION MEDIA IMPRESSIONS BUT, MOST IMPORTANTLY, THROUGH THE POWER OF MUSIC, WE INSTILLED PERIOD PRIDE IN TEEN GIRLS AND INTRODUCED THEM TO A BETTER, COMFIER, WHOLE NEW WAY TO PERIOD.
  • THE BRIEF :
    WE WERE TASKED WITH TWO MAIN CAMPAIGN OBJECTIVES: 1. BRAND JOB: CREATE A GENERATION OF AUSTRALIAN GIRLS WHO FEEL CONFIDENT AND COMFY ABOUT THE NATURAL FLOW OF THEIR BODIES BY DECIMATING THE PERSISTENT SHAME THAT SURROUNDS THE CONVERSATIONS ABOUT PERIODS AND MENSTRUAL PRODUCTS. 2. PRODUCT JOB: OVERCOME THE NEAR ZERO AWARENESS OF PERIOD UNDIES TO SELL OUT 70% OF BONDS BLOODY COMFY PERIOD UNDIES IN THE 12 WEEKS POST-LAUNCH.
  • THE STRATEGY :
    OUR TARGET AUDIENCE FOR THE CAMPAIGN WAS AUSTRALIAN TEENAGE GIRLS, AGED 12 YEARS AND OVER. GIVEN TEENS GENERALLY AREN’T INTERESTED IN WHAT BRANDS HAVE TO SAY, OUR STRATEGY WAS TO REACH THEM IN A WAY THEY’D WANT TO LISTEN. OUR ANSWER TO THIS WAS BONDS UNPLUGGED: THE WORLD’S FIRST ACOUSTIC ALBUM ABOUT PERIODS, ENTIRELY WRITTEN BY ARTISTS ON THEIR PERIOD. THE ALBUM FEATURED SIX CHART-TOPPING FEMALE ARTISTS WHO AUSSIE TEENS LOOK UP TO, AND WAS SHARED DIGITALLY ON MUSIC AND SOCIAL PLATFORMS MOST POPULAR AMONG TEENAGE GIRLS, INCLUDING SPOTIFY, TIK TOK, INSTAGRAM, YOUTUBE AND FACEBOOK. THROUGH THE REASSURING WORDS OF THEIR MUSICAL IDOLS, WE WERE ABLE TO INSTILL PERIOD PRIDE IN TEENAGE GIRLS AND INTRODUCE THEM TO A COMFIER, MORE LIBERATING, NEW WAY TO PERIOD.
  • THE EXECUTION :
    TO CREATE BONDS UNPLUGGED, WE ASSEMBLED SIX CHART-TOPPING FEMALE ARTISTS WHO AUSSIE TEENS LOOK UP TO AND GOT THEM TO WRITE AN ACOUSTIC-STYLE SONG ON THEIR PERIOD, WEARING BONDS BLOODY COMFY PERIOD UNDIES. WE THEN RECORDED THE SONGS LIVE AND UNPLUGGED AND RELEASED THEM ACROSS MAJOR STREAMING PLATFORMS OVER A SIX-DAY CYCLE TO REFLECT THE AVERAGE LENGTH OF A PERIOD. THE ALBUM WAS SUPPORTED ON TEEN-FRIENDLY PLATFORMS INCLUDING TIK TOK, FACEBOOK, INSTAGRAM, YOUTUBE AND TV, BY A FLOW OF CONTENT THAT ENCOURAGED GIRLS TO LIVE LIFE UNPLUGGED.
    THE NATIONAL CAMPAIGN RAN FOR AN EIGHT-WEEK PERIOD.
  • THE RESULT :
    THE BONDS UNPLUGGED CAMPAIGN ENJOYED INCREDIBLE RESULTS.
    PRE-CAMPAIGN, THE AVERAGE WEEKLY SALES FOR BONDS BLOODY COMFY PERIOD UNDIES WAS 5,274 UNITS PER WEEK. DURING THE CAMPAIGN, THIS ROSE TO 24,067 UNITS PER WEEK – RESULTING IN A 356% UPLIFT IN SALES. THE CAMPAIGN GARNERED 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. AN EPIC RESULT INDEED.
  • URL :
    http://ourawardsubmission.com/bondsunplugged/