For an Equal Australia
Making Myer impossible to ignore during Australia’s same-sex marriage debate.
The Thinking: Australia was heading into a same-sex marriage plebiscite. Myer, a proud supporter of equality, wanted to shift public debate in a positive direction. We knew most brands would simply slap a lick of rainbow paint over their window and call it a day, which gave Myer the opportunity to actually contribute to the conversation, by focusing on the real issue at the heart of the plebiscite: equality.
My Role: Creative Leadership, Concept Development, Copywriting & Messaging, Art Direction
A Position, Not Just a Paint Job
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Commercially Calculated Courage
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A Position, Not Just a Paint Job — Commercially Calculated Courage —
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 addition of a thoughtless rainbow here and there.
So we changed Myer’s logo and tagline into something engaging, something with meaning, something that made people stop and consider the actual issue at the heart of the plebiscite.
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.
Myer’s message of equality was present throughout the entire plebiscite period, ensuring that anyone who interacted with the brand knew its 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.
