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Bonds: Cheerbleaders

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Bonds has launched their latest Bloody Comfy Period Undies campaign, 'Cheer Bleeders' featuring a specially created cheer team dedicated to making all Australians who menstruate feel more empowered before, after and during their period. The integrated campaign, created in partnership with Special Group Australia, showcases the Bonds’ Cheer Bleeders wearing Bloody Comfy Period Undies as they cheer about different aspects of periods using the tagline 'Cheer through the Bleed'. The cheers are raw, humorous and bloody honest.

‘Cheerbleeders’ aims to change the uncomfortable experience many Australians still feel when getting their period, with many taking time out from school, sport and other activities due to discomfort, teasing and fears of embarrassment. Instead, Bonds strives to show people that you don’t have to follow the conventional rules around periods. It’s your period on your terms.
Credits Other credits

Client: Bonds Australia

Head of Marketing: Kelly McBride

Marketing Manager: Kedda Ghazarian

Brand Manager: Amanda Varbaro

Creative Agency: Special Group Australia

Founding Partners: Lindsey Evans & Cade Heyde

Strategy Partner: Rebecca Stambanis

CCO & Partners: Julian Schreiber & Tom Martin

Creative Directors: Luke Thompson & Toby Moore

Creatives: Cat Williams & Jessica Roberts

Designer: Maggie Webster

General Manager: Paige Prettyman

Business Director: Emma Salmon

Business Manager: Timmi Tsapaliaris

Senior Integrated Producer: Sophie Simmons

Production Company: Revolver

Director: Leilani Croucher

MD / 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

Colourist: Scott Stirling

Online Editor: Viv Baker

Music + Sound: Otis Studios


Photographer: Alexandrena Parker

Retouching: Visual Thing

Media agency: OMD

Business Director: Laura Nathan

Strategist: Susie Wall

Account Director: Camilla Wallace

Account Manager: Michael Gregory

Account Executive: Liam Breust

Trading Director: Sam Hey

Trader: Sabrina Ranasinghe

Programmatic Trader: Luke Jervis

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