Bonds deploys ‘cheer bleeder’ squad to demo ‘bloody comfy’ period undies


Ad Nut salutes those who have driven the ad industry to address periods with unabashed frankness in recent years. It’s about bloody time, after decades of treating menstrution like a taboo that people were somehow meant to feel ashamed about.

A new entry in the canon of campaigns that encourage period-having people to get through their periods on their own terms is this campaign from Bonds underwear and red-hot indie agency Special Group Australia. The integrated ‘Cheer bleeders’ campaign for the brand’s Bloody Comfy Period Undies features a squad that’s loud, proud and undeterred by discomfort or fear of embarrassment. 

It’s such a great concept—taking a topic that’s normally only whispered about and not only shouting about it but cheering about it while getting on with your active, enthusiastic life. The squad’s routines also make, of course, a great demo for the kind of activity one can fearlessly, confidently engage in while wearing the undies. Ad Nut also happily notes the inclusive makeup of the squad. What else can Ad Nut say besides, ‘Bloody brilliant”?

The campaign includes outdoor ads and Instagram, YouTube, Facebook and TikTok content, including a hashtag challenge. See three of the social videos and some outdoor stuff, below.


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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