Live Life Unplugged – Leo Burnett Sydney’s GOLD winner at the Effies APAC 2021

bonds live life unplugged leo burnett marketing magazine asia

Live Life Unplugged was Leo Burnett Sydney’s Gold-winning campaign at the APAC Effies 2021 in the category of Branded Content. The marvellous campaign also won a Silver Effie in the Retail category.

Campaign Summary

For teenage aussie females, tampons are the go-to period product. The 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 to, Leo Burnett created Bonds Unplugged – the world’s first acoustic album about periods, written entirely by artists on theirs. They 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. 

The songs were then recorded live and unplugged and released 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, the brand instilled period pride in teen girls and introduced them to a better, comfier, whole new way to period.

bonds live life unplugged leo burnett marketing magazine asia

Source: Adfest Archives


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APPIES Asia Pacific 2022 is happening in Malaysia!

Submission deadline has been extended to January 31, 2022.

Visit appies.asia for details, registration and submissions NOW!



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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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