2023 Brief: Bonds
2023 Brief: Bonds
Partner: Special Group
Special Group (Melbourne) and their client Bonds. Students were tasked with coming up with creative ideas and a robust media plan to promote Bonds’ “Bloody Comfy Period Undies” to a specific demographic—13 to 20-year-olds.
Brief Objectives:
- Maintain leadership position of period underwear in the women’s underwear category, including #1 in grocery.
- Make Bonds Bloody Comfy Undies the most sought-after personal care period product, driving trial with young Aussies
- Make Bonds unignorable and build brand awareness amongst youth, with uplift in brand recognition compared to last year.
- Continue to disrupt the period care category, using our platform to break down stigmas around periods. Measured by tracked uplift in social engagement benchmarks.
Winning Pitch
The winning pitch was from Thrift Media from Swinburne University of Technology, Melbourne. Thrift media’ pitch was adjudged to be “clever, engaging, emotional pitch that highlighted the complex needs of the target audience in a gender diverse world”.
Winning Team
| Team Name | Thrift Media |
|---|---|
| Student Names | Sean French, Shannon Kruss, Ruby Neal and Lucy Wallbridge-Hall |
| University | Swinburne University of Technology |
