Unplugged | Bonds

For teenage Aussie females, tampons are the go-to period product. Leo Burnett Australia’s task was to get them switching to new Bonds Bloody Comfy Period Undies. To reach teens in a way they’d want to hear, the agency created Bonds Unplugged: the world’s first acoustic album about periods, written entirely by artists on theirs. The album featured six tracks by chart-topping artists idolised by Aussie girls, all recorded live and unplugged and released on major streaming platforms. The songs instilled period pride and resulted in a huge sales uplift of 365%.