For an Equal Australia
Changing the Myer logo to spotlight the real human issue at the heart of Australia’s same-sex marriage debate and plebiscite.
The Thinking: Myer was a proud supporter of same-sex marriage, and they wanted to help shift public sentiment in the same direction. The team and I at Clemenger BBDO knew that many brands would just slap a lick of rainbow paint over their window and call it a day, but we wanted to do something more thoughtful. So, we got people to actually think about the real human issue at the heart of the same-sex marriage debate and plebiscite: equality.
Design With Depth
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ASX-listed Bravery
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Design With Depth — ASX-listed Bravery —
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, manifesting in 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.