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Until We All Belong

basics
Industry: Transport & Tourism
Media:Direct Market
Market:Australia
Style: Minimalism
descriptioncnen
Outcome

Within 3 days of our campaign launching, Airbnb became the most mentioned brand in both Australian and global conversations around same-sex marriage. We rallied other major corporates to our cause, including ANZ, Qantas, eBay, PWC, Foxtel, Fairfax Media, Marie Claire, ARN (Australian Radio Network).Our initial allocation was sold out within the first 24 hours. So far, 200,000 rings have been sold and are continuing to be ordered at a rate of 1,700/day. From sports stars, to supermodels, to digital influencers, to politicians, to every day Australians – the Acceptance Ring is permeating all tiers of Australian culture. We propelled the same-sex marriage conversation back into the forefront of public consciousness with over 2,000,000 shares of same-sex marriage articles in the 2 months since launch alone. Despite the inherently divisive nature of this subject conversation around Airbnb’s initiative has been almost universally positive, with a sentiment score of 98% positive.
Synopsis

Australia is the last Western country in the world to ensure same-sex marriage by legalizing gay marriage. To the shame of many, politicians have decided to deny many this basic human right by turning it into a political bargaining chip, most recently cancelling plans for a national plebiscite on this issue that had been scheduled for the end of 2016. Airbnb are a company that stand for something much greater than just travel. The mission statement at the heart of the brand is to help create a world where anyone can belong anywhere, to foster openness and inclusivity and to share these values on with the world. For their first ever major campaign in Australia, they wanted to bring these core beliefs to life not just by saying it, but by bringing it to life through real world action.
CampaignDescription

We wanted to go beyond just a short term spike in conversation that a traditional campaign of this sort may achieve – we wanted to create a movement that would not rest until same-sex marriage becomes law.To do this, we needed a symbol, something that could be immediately recognisable, allow people to show their support and spark the volume of conversation and societal pressure that would be required to help create legislative change. Our idea was to take one of the oldest symbols of marriage – the wedding ring – and turn it into a symbol for marriage inequality, the Acceptance Ring. The unique, matte black metal ring is an incomplete circle with the gap serving as a physical representation of the gap in same-sex marriage in Australia. Designed with support from world-renowned designer Marc Newson, it is intricately engraved with the words ‘Until We All Belong’ on its interior.
Strategy

We knew if we could ‘normalise’ acceptance across all walks of life we could have significant impact on the same-sex marriage debate. Our strategic approach was to go beyond the core LGBTQ community and harness the support of the majority of Australians who want to see same-sex marriage become law. We knew most Australians would know someone who was personally affected by this lack of equality and that we had to make this personal for each and every person. The acceptance ring would therefore be more than jewelry – it’d be a pledge. A CTA to not stop pushing for same-sex marriage for your friend, sibling, parent, colleague, aunt, uncle or cousin. Whoever it is you are wearing the ring for, by making it personal we knew we could maximize the conversation, ensuring we keep this issue top of mind for all Australia every time you look down at your hand.
Execution

To create a movement that felt both significant in scale but also personal, we chose to launch with TVC’s & online video content that focused on two things – real peoples reaction to seeing the ring for the first time and real peoples stories of how marriage inequality has impacted them or the ones they love.Supporting this was a huge influencer outreach effort – sportsmen & women, actors, politicians and key Australian online influencers were targeted with the first Acceptance Rings, all with the CTA to share #untilweallbelong. As more corporations rallied to our cause, we were able to bring our message to life in increasingly unique ways – for example, across the back of all Qantas boarding cards for the month of May. On top of this, the PR and editorial coverage has been enormous, ensuring that the same-sex marriage conversation is once again thrust to the forefront of Australian politics.
Relevancy

This campaign set out with a singular, powerful goal – to reignite the same-sex marriage debate in Australia at a time when it had dropped off the political radar. By targeting the wider AU population outside of the core LGBTQ community, we felt we could create a movement of first time voices that would reflect the fact that most Australians are actually pro-same-sex marriage. Our main CTA was to order a ring and pledge your support for someone you know. In doing this, we could continue to mount pressure on the government.
credit
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Other credit:Entrant Company: CLEMENGER BBDO MELBOURNE, Australia
Media Agency: STARCOM, Melbourne, AUSTRALIA
PR Agency: N2N COMMUNICATIONS, Sydney , AUSTRALIA
Additional Company: AIRBNB, Sydney, AUSTRALIA
Creative Chairman, James McGrath, Clemenger BBDO Melbourne
Executive Producer, Sonia von Bibra, Clemenger BBDO Melbourne
Senior Digital Designer, Adam Hengstberger, Clemenger BBDO Melbourne
Grade Artist / Colourist, Martin Greer, Freelancer
Creative, Tom McQueen, Clemenger BBDO Melbourne
Creative, George McQueen, Clemenger BBDO Melbourne
Executive Planning Director, Paul Rees Jones, Clemenger BBDO Melbourne
Senior Producer - Print, Craig Bulman, Clemenger BBDO Melbourne
Agency Producer - Digital, Cynthia Bons, Clemenger BBDO Melbourne
Digital Designer, Priya Stewart, Clemenger BBDO Melbourne
Head of Digital Imaging, Steve Pratt, Clemenger BBDO Melbourne
Technical Lead Developer, Sylvain Simao, Clemenger BBDO Melbourne
Offline editor - Pledge, Philip Horn, Clemenger BBDO Melbourne
Online editor, Andrew Packer, Clemenger BBDO Melbourne
Head of Social Media, Brie Stewart, Clemenger BBDO Melbourne
Music Track & Artist, Angus Macrae, Level Two Music/Electric Dreams
Executive Producer/ Head of Projects, Josh Mullens, Clemenger BBDO Melbourne
Managing Director/Executive Producer, Michael Ritchie, Clemenger BBDO Melbourne
Sound Engineer, Paul LeCouter, Flagstaff
Group Account Director, Nick Campion, Clemenger BBDO Melbourne
Head of Project Management, Lucy Grigg, Clemenger BBDO Melbourne
Brand Marketing Lead Australia & New Zealand, Ben Hallam, Airbnb
Brand Marketing Australia & New Zealand, Daniel Gervais, Airbnb
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Sustainable Development Goals
educed Inequalities
Clio Awards 2018
Bronze Integrated Campaign
Clio Awards 2018
Bronze Partnerships & Collaborations
D&AD 2018
Wood Pencil Integrated
Integrated/Small Business (under 50 employees)
The One Show 2018
Silver Pencil Public Relations
Brand Voice
The One Show 2018
Merit Cross-Platform
Integrated Branding
The One Show 2018
Merit Public Relations
Integrated Campaign
Cannes Lions International Festival of Creativity 2017
Silver Media
Use of Ambient Media: Small Scale
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Corporate Social Responsibility
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