For an Equal Australia
Changing the Myer logo to spotlight the real human issue at the heart of Australia’s same-sex marriage plebiscite.
The Thinking: Myer was a proud supporter of the same-sex marriage plebiscite, and they wanted to help shift public sentiment in the same direction. The team and I at ClemengerBBDO knew that most brands would just slap a lick of rainbow paint over their window and call it a day, which gave Myer an opportunity to actually contribute to the conversation. So we got people to think about the real human issue at the heart of the same-sex marriage plebiscite: equality.
My Role: Creative Leadership, Concept Development, Copywriting & Messaging, Art Direction
A Position, Not a Paint Job
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Commercially Calculated Courage
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A Position, Not a Paint Job — Commercially Calculated Courage —
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 developed something more purposeful and interesting, to make sure we’d stand out. 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 ensured that Myer's position was impossible to miss, and impossible to mistake for tokenism.
And We Didn’t Stop
Digital channels kept the message present throughout the plebiscite period, ensuring that anyone who interacted with Myer encountered the brand's position. This consistency wasn't just a production decision; it was a credibility one. Myer believed in equality, so it said so everywhere, not just where it was convenient.
