UNTIL WE ALL BELONG

Bronze Spike

Case Film

Presentation Image

TitleUNTIL WE ALL BELONG
ClientAIRBNB
Product / ServiceAIRBNB
CategoryB05. Use of Ambient Media: Small Scale
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Idea Creation CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Placement STARCOM Melbourne, AUSTRALIA
PR N2N COMMUNICATIONS Sydney, AUSTRALIA
Production REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Production 2 THE GLUE SOCIETY Sydney, AUSTRALIA
Production 3 FLARE PRODUCTIONS BBDO Melbourne, AUSTRALIA
Production 4 FINISH PRODUCTIONS Melbourne, AUSTRALIA

The Campaign

With a limited paid media budget (under $50,000) we wanted to go beyond just a short term consideration spike, we wanted to create a movement that would not rest until same-sex marriage becomes law. To do this, we needed a symbol 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 change. We took one of the oldest symbols of marriage – the wedding ring – and turned it into a unique media channel, a symbol for marriage inequality, the Acceptance Ring. The 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 turned the hands of hundreds of thousands of Australians into a media channel supporting gay marriage.

Creative Execution

The core execution was the ring itself and the ambient media that was created by having hundreds of thousands of Australians wearing it. With it’s distinctive look, and the huge levels of conversation around it across Australia, it became an always on media channel of support for gay marriage. On top of this, all that ordered the ring were encouraged to take the pledge in social media to continue to fight for equality until everyone could belong. In these posts, the ring continued to be front center, driving our earned media reach. Supporting this was a huge influencer outreach effort who 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

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.

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. Through our subversion of the most universal symbols of marriage – the wedding ring – we engaged the majority of Australians that are supportive of same-sex marriage, at the same time promoting the core foundations of the Airbnb brand; the desire that everyone should be met with tolerance and acceptance where ever they go. Through 100,000’s of rings delivered and pledges of support taken, we thrust the same-sex marriage conversation back

Insights, Strategy and the Idea

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, harnessing the support of the majority of Australians who want to see same-sex marriage become law. Most Australians 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 & ambient media that stood out to all that saw it, always reminding them of the lack in equality in Australian marriage laws. 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 looked at your hand.

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Chief Creative Officer
Evan Roberts Clemenger BBDO Melbourne Creative Director
Stephen de Wolf Clemenger BBDO Melbourne Creative Director
Tom McQueen Clemenger BBDO Melbourne Creative
George McQueen Clemenger BBDO Melbourne Creative
Paul Rees-Jones Clemenger BBDO Melbourne Executive Planning Director
Sonia von Bibra Clemenger BBDO Melbourne Agency Executive Producer
The Glue Society Revolver/Will O'Rourke Director
Russell Boyd Revolver/Will O'Rourke DOP/Cinematographer
Philip Horn The Glue Society Editor
Andrew Packer Flare Productions Editor
Phoebe Marks & Jasmin Hellier Revolver/Will O'Rourke Producers
Brie Stewart Clemenger BBDO Melbourne Head of Social
Josh Mullens Revolver/Will O'Rourke Executive Producer/Head of Projects
Michael Ritchie Revolver/Will O'Rourke Managing Director/Executive Producer
Craig Bulman Clemenger BBDO Melbourne Head of Studio and Print Production
Cynthia Bons Clemenger BBDO Melbourne Agency Digital Producer
Adam Hengstberger Clemenger BBDO Melbourne Senior Digital Designer
Priya Stewart Clemenger BBDO Melbourne Digital Designer
Sylvain Simao Clemenger BBDO Melbourne Technical Lead Developer
Sonali Bhattacharya Clemenger BBDO Melbourne Tester
Steve Pratt Clemenger BBDO Melbourne Head of Digital Imaging
Nick Campion Clemenger BBDO Melbourne Group Account Director
Lucy Grigg Clemenger BBDO Melbourne Head of Project Management
Johannes Samson Clemenger BBDO Melbourne Account Director
Ben Hallam Airbnb Brand Marketing Lead, Australia & New Zealand
Daniel Gervais Airbnb Brand Marketing, Australia & New Zealand
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