At the heart of Aussie wardrobes for 100 years, Bonds have always done things a little differently. The company has established a benchmark in high quality and stands proud with their unique, but forever celebrated, great Australian clothing, underwear and clothing accessories. 

In the recent campaign, Bonds invited five female Australian artists to write a new acoustic style song on their period while wearing the brand’s new ‘Bloody Comfy Period Undies – Undies’ that “give girls freedom like never before, because they no longer have to carry, unwrap, insert, change or dispose of single use sanitary products.” The campaign would involve various stages, with artists engaging in a classic Bonds underwear photo shoot, writing and recording the song they had written ‘about being on their period’, plus a series of interviews, press, social deliverables, TVC filming and BTS footage. The objective was to not only educate women about sustainably reducing the burden of single use sanitary items, but to celebrate being a woman and what nature intended, in a fearless, fun and courageous way. 

The discussion around periods, the menstrual cycle and its associated topics, can be a difficult, embarrassing and nervy map to navigate, at the best of times. This well-curated campaign required inspiring and beautifully fierce artists to talk freely about having their period and be photographed in underwear, requiring a sensitive, yet modern approach and strategy from the brand and CEA. At the same time, ensuring the right creatives were chosen to collaborate with the brand was an incredibly important role for CEA to implement and present to Bonds. 

For CEA, clients Ali Barter & Alice Skye felt like a natural and fluent fit to present to Bonds- both effortlessly beautiful, powerful and talented women who are positioned as female leaders and icons in their respective markets. At CEA, it is integral that the artists look and feel amazing and empowered, while being comfortable, cared for and supported in every way throughout the whole campaign process, irrespective of the brand. Ali Barter & Alice Sky were selected amongst a variety of Australia’s most iconic female artists to talk and sing about their periods, including the likes of G FLIP, Kira Piru & Georgia Maq. In partnership with Bonds & Leo Burnett, CEA worked with the brand + artists to create a beautiful, empowering and ultimately feel-good campaign from end to end.

By leveraging the relationship, rapport and history with Bonds, the CEA team delivered two exciting talents – while also no strangers to the music world, Ali Barter and Alice Skye. As newcomers in the brand partnerships world, collaborating with a company like Bonds was an impressive & credible addition to their resume, where they were essentially able to express their natural flair, confidence and creative elements. CEA prides itself on strategic brand pairings and campaigns that not only benefit an artist in the short term, but fulfill goals and ambitions for years to come. 

Reducing stigma around the female menstrual cycle and normalising it in society was a message that Bonds wanted to literally sing to the masses. With the collaboration of fresh, successful and powerful females in the music industry, CEA delivered a campaign from start to finish that empowers women everywhere, of all ages and cultures. Alongside positive music, influential women and tenacity, CEA were also able to emphasise an essential message surrounding Bonds’ new ‘Bloody Comfy Period Undies’ – to start eliminating the burden of single use sanitary items on the earth.