Bonds brings in 'Cheer Bleeders' to show off period underwear range

Paige Murphy
By Paige Murphy | 19 July 2021

Bonds has launched its latest Bloody Comfy Period Undies campaign, Cheer Bleeders, featuring a specially created cheer team dedicated to making all Australians who menstruate feel more empowered before, after and during their period.

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

The cheers are raw, humorous and bloody honest.

“Cheer Bleeders is the next exciting installment on our Bloody Comfy Period Undies journey, following our launch of the category-breaking innovation in 2020," Bonds’ marketing manager Kedda Ghazarian says.

"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.”

‘Cheer Bleeders’ aims to change the uncomfortable experience many Australians still feel when getting their period, with many taking time out from school, sport and other activities due to discomfort, teasing and fears of embarrassment.

Instead, Bonds strives to show people that you don’t have to follow the conventional rules around periods. It’s your period on your terms.

“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," Special Group creative director Luke Thompson says.

"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.”

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

This even included creating bespoke content with personalised cheers for Tik-Tokkers all across Australia and New Zealand who use #Periodtok, to playfully respond to period-related questions and previously posted videos.

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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