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Bonds Empowers New Mums with ‘Damn Dry Undies for Damn Strong Mamas’

Creative 53 Add to collection

Campaign from Special aims to smash entrenched stigmas and empower new mums with normal looking undies for a normal part of motherhood

Bonds Empowers New Mums with ‘Damn Dry Undies for Damn Strong Mamas’

Podcast host, author and influencer, Ellidy Pullin, joins a powerful line up of mums and bubs in Bonds’ new campaign to launch Damn Dry Undies - undies that protect against light bladder leaks and help new mums feel comfortable and confident to take on the day.

Created by Special, the campaign ‘Damn strong mamas deserve Damn Dry Undies’, aims to smash entrenched stigmas and empower new mums with normal looking undies for a normal part of motherhood. 

With a refreshingly unapologetic honesty that cuts through category norms, the campaign moves to disrupt a space that is typically clinical in its language. The creative flips the script on the universal experience of light bladder leaks that most new mums will face, showing it for what it is - a side effect of extreme strength and endurance. 

Bonds brand manager, Edwina Moller, said: “Giving birth is a sign of immense  strength and light bladder leaks are a totally normal part of this process. So why should women be told they have to be 'discreet' and 'hide' from this? With this campaign, we really wanted to give the power back to mums.”

Lea Egan, creative director at Special added: “As parents ourselves, it was so important to us that this campaign heroes the strength of motherhood with a refreshing realness. If you just had a baby, you should be DAMN proud! We wanted this strength to sing through the campaign.” 

The campaign comes to life across OLV, social, digital display and podcast integration. 

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Head of Marketing: Kelly McBride

Marketing Manager: Kedda Ghazarian

Brand Manager: Edwina Moller


CEO/Partners: Lindsey Evans & Cade Heyde

CCO/Partners: Tom Martin & Julian Schreiber

Head of Strategy/ Partner: Rebecca Stambanis

Senior Strategist: Leoni Simon

Creative Directors: Sian Binder & Lea Egan

Designer: Bella Plush

Team Lead: Georgia Newton

Business Manager: Phoebe Peralta & Timmi Tsapaliaris

Executive Producer: Sophie Simmons

Stills Producer: Emily Willis & Sonia Ebrington


Content Production

Production Company: Artbox Black

Photographer: Jo Duck

Producer: Jane Robinson

Videographer: Jack Birtles

Sound Recordist: Oliver Dibley

Gaffer: Nick Gascoine

Stylist: Bridie Gilbert

Hair: Madison Voloshin

Makeup: Isabella Schimid

Set Stylist: Natalie Turnbull


Editing: Tim Love

Editing: Carissa Bolton

Sound: Rumble Studios

Sound Engineer: Tane Lowrey

Sound Producer: Siena Mascheretti

Retouching: Visual Thing - Ashley Peat


Media agency: OMD

Business Director: Laura Nathan

Strategy Director: Susie Wall

Account Director: Camilla Wallace

Account Manager: Michael Gregory

Account Executive: Amy Hallinan

Trading Manager: Tilly Johnstone

Trader: Spencer Egan-Tanner

Media Assistant: Kailam Dirckze

Categories: Clothing and Fashion, Underwear

Special Group Melbourne, Mon, 11 Jul 2022 07:24:32 GMT