Spikes Asia

Until We All Belong

CLEMENGER BBDO MELBOURNE, Melbourne / AIRBNB / 2017

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Overview

Background

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.

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

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