Media: Web Film
Category: Travel, transport & tourism
URL: https://untilweallbelong.com/
Client: Airbnb
Agency: Clemenger BBDO, Melbourne
Country: Australia
Director: Jonathan Kneebone
Chief Creative Officer: Ant Keogh
Creative Chairman: James McGrath
Creative Director: Stephen de Wolf
Creative Director: Evan Roberts
Creative: Tom McQueen
Creative: george mcqueen
Producer: Phoebe Marks
Producer: Jasmin Helliar
Executive Producer: Josh Mullens
Agency Executive Producer: sonia von bibra
Senior Agency Producer: Craig Bulman
Social Marketing Manager: The Glue Society
Sound Design: Paul LeCouteur
DoP: Russell Boyd
Sound Studio: Flagstaff Studios
Agency Producer: Cynthia Bons
Post production: The Glue Society studios
Post production: Flare Productions
Editor: Phillip Horn (The Glue Society)
Editor: Andrew Packer
Photographer: Derek Henderson
Managing Director: Michael Ritchie
Music: Angus Macrae (Level Two Music_Electric Dreams)
Digital Designer: Adam Hengstberger
Digital Designer: Priya Stewart
Executive Planning Director: Paul Rees-Jones
Flame Artist: Martin Greer
Head of Digital Imaging - Steve Pratt
Technical Lead Developer - Sylvain Simao
Head of Social Media - Brie Stewart
Social Media Management - Emily Bass
Tester - Sonali Bhattacharya
Finished Artist - Craig Jaques
Studio Manager - Simon Merrifield
Print Studio Artist - Pat Riviera
Print Producer - Vince Tillyer
Synopsis:
As part of its mission is to create a world where anyone can belong, Airbnb is today asking Australians to make their support of marriage equality known by wearing the symbol of marriage itself a ring. The campaign was developed by Clemenger BBDO, Melbourne. Launched with support from some of Australia's biggest brands including Qantas, Google, ANZ and eBay, and in collaboration with The Equality Campaign, Until We All Belong marks the most public corporate declaration for marriage equality in Australia to date. The initiative calls on the people of Australia to show their acceptance of marriage equality and commit to wearing a bespoke ring until same-sex marriage is recognised in Australia. Designed in support from world-renowned designer Marc Newson, this unique, matte black metal ring is a visual representation of the gap in marriage equality and is intricately engraved with the words 'Until We All Belong' on the interior. Airbnb is also making it easier for Australians - no matter where they call home to get involved by making the rings free of charge and standardising postage costs across the country. To make your acceptance of marriage equality known and receive an Acceptance Ring, visit http://www.untilweallbelong.co...
Australia is the last Western country in the world to ensure marriage equality by legalizing gay marriage. To the shame of many, politicians have decided to deny many this basic human right by turning it into a political bargaining chip, most recently cancelling plans for a national plebiscite on this issue that had been scheduled for the end of 2016.
Airbnb are a company that stand for something much greater than just travel. The mission statement at the heart of the brand is to help create a world where anyone can belong anywhere, to foster openness and inclusivity and to share these values on with the world.
For their first ever major campaign in Australia, they wanted to bring these core beliefs to life not just by saying it, but by bringing it to life through real world action.
Wear this ring and show your support for marriage equality
We wanted to go beyond just a short term spike in conversation that a traditional PR campaign may achieve – we wanted to create a movement that would not rest until marriage equality becomes law.
To do this, we needed a symbol, something 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 legislative change.
Our idea was to take one of the oldest symbols of marriage – the wedding ring – and turn it into a symbol for marriage inequality, the Acceptance Ring.