Bonds launches period underwear campaign via the ARC Factory

Bonds has launched a new campaign for its period underwear range, collaborating with Gen-Z talents to normalise individual experience of periods.

The announcement:

BONDS assembles the Class of ‘22 to front their game-changing range of Bloody Comfy Period Undies, teaming up top next-gen Aussie disrupters to ditch traditional period rules, celebrating the power of friendships and unique experiences that unite young people today.

Creating the friendship group of Gen-Z dreams, the Bonds Class of 22’ is led by rap hero Tkay Maidza, Zimbabwe-born and raised in Australia, known for her Y2K style, recent tour with Billie Eilish and NME award for best Australian solo act this year. Joining the class is model-activist Mahalia Handley, upcoming Heartbreak High star Ayesha Madon, non-binary environmentalist Daila Melkins and model Dechen Grenfell.

Bringing back the nostalgic memories of endless days lounging, laughing and listening to music with friends, the Bonds Class of 22’ brings a fresh take on normalising periods and the power of self-expression in everyday life. Showing how friendships lift, support and shape young Aussies today, Bonds wants all to feel confident and comfy in however they experience their period.

Like the people that have your back through thick and thin, the all-new range of Bonds Bloody Comfy Period Undies are designed to make you feel 100% comfy and confident. With five layers of leak-proof protection to keep you dry, four levels of absorbency so you can find the right fit for your flow, and a washable and reusable design that’s kinder on the planet, BONDS have you covered.

“Everyone’s period journey is different and unique to them – at Bonds, we believe one thing should always be the same, people with periods deserve to feel comfy. Our incredible Class of ’22 line-up reflects the diverse experiences of Aussies today with unapologetic confidence,” says Kedda Ghazarian, marketing manager, Bonds.

Available in a range of BONDS much-loved undie shapes – gee, tanga, bikini, boyleg and full brief, BONDS Bloody Comfy Period Undies are washable, reusable, and kinder to the planet


Creative Agency: The ARC Factory

  • Managing Director: Peter Metzner
  • General Manager: Rose Pengelly
  • Account Manager: Maddison Farmer
  • Account Publicist: Cassie Phillips

Client: Bonds

  • Bonds Marketing Manager: Kedda Ghazarian
  • Photographer: Ben Morris
  • Video Director: Byron Spencer
  • Art Director: Nikki Metzner
  • Producer: Carmen Cicchinelli

Media Agency: OMD Australia

  • Talent: Tkay Maidza
  • Talent: Ayesha Madon
  • Talent: Mahalia Handley
  • Talent: Daila Melkis
  • Talent: Dechen Grenfell

Source: The ARC Factory

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