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Nike Australian Marriage Equality Swoosh Vote

basics
Industry: Apparel, Clothing & Footwear
Media:Design & Branding
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
Nike has a long history of speaking up for causes that reflect its values and beliefs. One of those beliefs is that equality should exist everywhere, for everyone, both on and off the field. So in 2017, when Australia called a national vote to decide whether same-sex marriage should be legalized, Nike wanted to show up in the market and make a statement that showed its support.
Outcome
Nike’s giant gesture resonated with the Australian public, generating noise and reposts on social media and being seen in some of the country’s highest-traffic shopping areas. The logo was quickly adopted by the sporting community, including athletes like Moana Hope and Samantha Kerr. And maybe the best result of all? Australia voted “yes” to marriage equality.
Execution
From storefront signage to receipts and even custom Nike shoes, we turned every kind of Swoosh out in the world into a vote for marriage equality. We also sent specially designed apparel and footwear to Australia’s top athletes and created projections and print and outdoor posters to line the streets around major sporting events in Sydney and Melbourne.
CampaignDescription
For the month leading up to the vote, Nike turned its iconic logo into a reminder to vote and a symbol for equality.
credit
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Gold Outdoor
Ambient > Displays
Cannes Lions International Festival of Creativity 2018
Silver Design
Communication > Brand Collateral
Cannes Lions International Festival of Creativity 2018
Shortlist Sustainable Development Goals
Reduced Inequalities
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