Home Underwear Bonds presents ‘Cheer Bleeders’ to showcase its vintage underwear line

Bonds presents ‘Cheer Bleeders’ to showcase its vintage underwear line


Bonds has launched their latest Bloody Comfy Period Undies campaign, Cheer Bleeders, featuring a specially created Incentive Team to make all Australians who are having their period feel more empowered before, after and during their period.

The integrated campaign, created in partnership with Special Group Australia, features Bonds Cheer Bleeders wearing Bloody Comfy Period underwear as they applaud different aspects of the rules using the slogan “Cheer through the Bleed”.

The cheers are raw, humorous, and damn honest.

“Cheer Bleeders is the exciting next installment in our Bloody Comfy Period Undies adventure, following the launch of category-breaking innovation in 2020,” said Bonds Marketing Director Kedda Ghazarian.

“We want to show young Australians around the world that you can be just as active, as confident and as comfortable when you have your period as when you don’t. No period should hold anyone back. Special Group has developed a campaign. with the confidence and attitude to match.

“Cheer Bleeders” aims to change the uncomfortable experience many Australians still have when they have their period, many missing from school, sports and other activities due to discomfort, teasing and from fear of embarrassment.

Instead, Bonds goes to great lengths to show people that you don’t have to follow conventional rules about rules. This is your period on your terms.

“Bonds’ mission is centered on making the world a more comfortable place for everyone and there have never been more opportunities to do so than when it comes to young Australians and the cultural norms around the periods. “said Luke Thompson, Creative Director of Special Group.

“The Cheer Bleeders do just that by proudly and positively encouraging the rules and everything around them. They are also the heroes of Bloody Comfy Period Undies with a fresh voice that will appeal to teens in the channels they use.”

All of the embedded film assets on Instagram, Facebook, TikTok, and YouTube were shot by director Leilani Croucher and the Revolver crew.

This even included creating bespoke content with personalized cheers for Tik-Tokkers across Australia and New Zealand who use #Periodtok, to playfully answer questions related to rules and previously posted videos.

Client: Bonds Australia
Marketing manager: Kelly McBride
Marketing manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro

Creative agency: Australia Special Group
Founding partners: Lindsey Evans and Cade Heyde
Strategic partner: Rebecca Stambanis
CCO and partners: Julian Schreiber and Tom Martin
Creative Directors: Luke Thompson and Toby Moore
Creatives: Cat Williams and Jessica Roberts
Designer: Maggie Webster
Managing Director: Paige Prettyman
Commercial Director: Emma Salmon
Company manager: Timmi Tsapaliaris
Senior Integrated Producer: Sophie Simmons

Production company: Revolver
Director: Leilani Croucher
Managing Director / Executive Producer: Michael Ritchie
Executive producer: Pip Smart
Producer: Alexandra Taussig
Director of Photography: Sam Chiplin
Post-production house: Glue Society
Offline Editor: Scott Stirling
Colorist: Scott Stirling
Online Editor: Viv Baker

Music + Sound: Otis Studios

Photographer: Alexandrena Parker
Retouch: visual thing

Media agency: OMD
Commercial Director: Laura Nathan
Strategist: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account manager: Liam Breust
Commercial Director: Sam Hey
Trader: Sabrina Ranasinghe
Programmatic trader: Luke Jervis

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