Cannes Lions

Geoff's Story - Until We All Belong

REVOLVER/WILL O'ROURKE, Sydney / AIRBNB / 2018

Film

Overview

Entries

Credits

Overview

Description

In 2017 Airbnb set out to lead a mass conversation in support of Australian Marriage Equality. Committing their entire brand budget for 2017, #UntilWeAllBelong launched in April & was a simple idea centered on an incomplete wedding ring representative of the issue of equality the country faced. 

Execution

Airbnb has always promoted diversity and acceptance. The concept of an acceptance ring gave people who supported marriage equality for their family members, colleagues/ mates the chance to show their support publicly.

Rather than featuring people immediately affected by the issue, we cast the people who supported their quest for equality. It was important to find people that you might not immediately expect to see in a commercial for marriage equality, therefore we opted to cast real people; non-actors. The enthusiasm & passion that all our participants showed to the issue was palpable. In a small way this helped to turn the tide towards a ‘Yes’ vote & ultimately change the law.

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