For an Equal Australia
Myer asked Clemenger BBDO how they could cut through the clutter and show their allegiance during Australia’s same-sex marriage debate and proceeding plebiscite.
So we developed an equality-themed campaign that started with a change to Myer's logo and tagline, continued with a limited-edition designer t-shirt range, and ended with generous donations to charity.
Unfortunately, a disastrous quarterly earnings report meant most of the campaign was cancelled. But it was still a nice – albeit smaller than expected – piece of work.
Why’s it in my folio?
It’s rare you get to mess with a brand’s logo, even rarer that the messing has a concept, and even even rarer that it’s for a good cause.
First, We Changed the Myer Logo and Tagline
Lots of brands showed their support for marriage equality, and lots of brands changed their logo. But generally speaking this was lip service, with the rudimentary addition of a rainbow here and there.
We wanted something more purposeful and interesting, to make sure we’d stand out. And we wanted something more cerebral, to make sure people considered the actual issue at the heart of the plebiscite.
Then, We Spread the Message
Our small but mighty suite of owned, earned, and paid creative worked hard.
And We Didn’t Stop
The Myer equality logo and/or tagline were included on all of the brand’s digital channels and platforms, spreading our message far and wide.
The artwork shown above remains the exclusive property of the agency or brand it was created for. Modifications may have been made to align with this portfolio’s presentation style and templates.