Outdoor > Ambient

NIKE AUSTRALIAN MARRIAGE EQUALITY SWOOSH VOTE

WIEDEN+KENNEDY, Portland / NIKE / 2018

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

BriefExplanation

When Australia called a vote to decide whether same-sex marriage should be legalized, Nike wanted to make a statement that showed its support. So we took the brand's iconic logo and turned the Swoosh into a vote for "yes".

From the giant Swooshes on Nike's biggest storefronts to the tiny Swooshes on shopping receipts, we turned every Swoosh into a vote for marriage equality. We even created custom footwear and apparel and sent them to influencers and athletes, ensuring that every one of the brand's famous logos became a reminder to vote.

EntrySummary

Australia's vote for marriage equality divided the nation, with many groups, parties, and corporations coming out against the legalization of same-sex marriage. This context meant that brands and personalities were more hesitant to put their weight behind the cause.

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