MARKETING Magazine Asia

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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.