Airbnb has teamed up with Clemenger BBDO Melbourne to ask Australians to show their support for marriage equality by wearing the symbol of marriage itself – a ring.
The campaign marks the first time Airbnb has worked with Clemenger BBDO Melbourne. AdNews understands TBWA continues to do Airbnb’s brand work globally, with Clemenger being brought on for this particular project.
Launched with support from some of Australia’s biggest brands including Qantas, Google, ANZ bank 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.
It is supported by a 60-second spot, which stars various Australians sharing their opinions on the ring.
One man says: "I'll wear this ring until my sister can belong."
The ring is a visual representation of the gap in marriage equality and is engraved with the words ‘Until We All Belong’ on the interior.
Airbnb CEO and head of community Brian Chesky says he hopes the movement will spark conversations about acceptance across Australia by putting marriage equality back on top of the nation’s political agenda.
“Openness and belonging are at the heart of Airbnb – it’s at the core of what we do every day," he says.
“We are committed to helping people belong no matter where they are in the world and strongly believe that everyone should have the right to marry the person they love.
"This is an opportunity for people to show their support for marriage equality – not just those within the LGBTQI+ community, but for anyone to make their support for a brother, sister, parent, friend or loved one known.”
The brands backing the campaign
Clemenger BBDO Melbourne CEO Nick Garrett says if the campaign can make a difference, it's a special moment for Australia.
“I feel proud and very privileged to be working together with Airbnb, as they demonstrate the conviction and willingness to take a stand on such an important issue."
Clemenger BBDO Melbourne creative directors Evan Roberts and Stephen De Wolf add: “Our hope is that the potent symbolism of the incomplete ring combined with the powerful stories of those denied equality will help affect change and compel parliament to do the right thing.”
The main spot is supported by an online content series:
To make your acceptance of marriage equality known and receive an Acceptance Ring, visit www.untilweallbelong.com.
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