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2021 Next Creative Leaders Work - NCL Work

Bonds Unplugged

Agency Ellie Dunn

Client NCL 2021 | Ellie Dunn

Category

NCL 2021

Annual ID

NCL21_12_10

For Aussie female teens, tampons are the go-to period product. To launch the new Bonds Bloody Comfy Period Undies – a natural, more liberating way to period – we needed to reach them in a way they’d want to listen. So we created Bonds Unplugged: the world’s first acoustic album about periods, entirely written by artists on theirs.

This project is:
Client-commissioned

Agency
Leo Burnett Melbourne

Client URL
https://www.bonds.com.au/

My Role in This Project
As senior copywriter on Bonds Unplugged, I was responsible for coming up with the idea and seeing it through – from a simple sentence on a Google doc, to a fully-fledged, integrated campaign.

My unique perspective as a musician (I’ve been a drummer in bands since I was 16) played an integral role in this campaign. My experience in music helped my team navigate what’s involved in actually making an album; engage and work with musicians, as well as assemble the right production team for the job.

More importantly, as someone who suffers from intensely painful periods, it was important for me to create a period campaign that felt bold and authentic. To showcase the realities of periods – both the good and bad – through the incredible power of music.

Campaign

2021 Awards

NCL Work
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