
Until we all belong
Airbnb
Issue 43 | June 2017
Agency
Clemenger BBDO Melbourne
Creative Team
Creative Chairman: James McGrath Chief Creative Officer: Ant Keogh Creative Directors: Evan Roberts & Stephen de Wolf Creatives: Tom McQueen & George McQueen
Production Team
Executive Planning Director: Paul Rees Jones Group Business Director: Nick Campion Head of Project Management: Lucy Grigg Account Director: Johannes Samson Executive Producer: Sonia von Bibra Senior Producer, Print: Craig Bulman Agency Producer, Digital: Cynthia Bons Digital Senior Designer: Adam Hengstlberger Digital Designer: Priya Stewart Head of Digital Imaging: Steve Pratt Finished Artist: Craig James Studio Manager: Simon Merrifield Print Studio Artist: Pat Rivera Print Producer: Vince Tilyer Technical Lead Developer: Sylain Simao Tester: Sonali Bhattacharya Director: The Glue Society Photographer: Derek Henderson, Mapltd DOP/Cinematographer: Russell Boyd Producer: Phoebe Marks & Jasmin Helliar Executive Producer, Head of Projects: Josh Mullens Managing Director, Executive Producer: Michael Ritchie Production Companies: - Revolver/Will O’Rourke - Flare Productions - Sound Designer, Engineer: Paul LeCouter - Edit houses: The Glue Society Studios, Finish Productions Editors: - Offline Editor, The Glue Society: Philip Horn - Content Editor: The Glue Society - Online Editor, Finish Productions: Andrew Packer - Grade Artist: Martin Greer Music& Sound: - Music Track & Artist: Angus Macrae - Music Production Company: Level Two Music, Electric Dreams - Sound House: Flagstaff Casting: - Citizen Jane Casting
Other Credits
Brand Marketing Lead Australia & New Zealand: Ben Hallam Brand Marketing Australia & New Zealand: Daniel Gervais Media: Starcom PR: n2n Communications
Date
April 2017
Background
Airbnb’s core focus is to create a world where people can belong anywhere. It’s this belief that led them to throw their full support behind marriage equality in Australia, where some citizens feel like they don’t belong because the lack of marriage equality denies them the right to marry the one they love – the last country in the western world where this is true.
Idea
Recognising the powerful symbolism of wedding bands, and what they represent to frustrated members of the LGBTQI community, Airbnb and Clemenger BBDO Melbourne created the Acceptance Ring.
The unique, matte black metal ring is an incomplete circle with the gap serving as a physical representation of the gap in marriage equality in Australia. Designed with support from world-renowned designer Marc Newson, it is intricately engraved with the words ‘Until We All Belong’ on its interior.
The initiative calls on Australians to show their acceptance of marriage equality by wearing the ring until same-sex marriage is recognised in Australia. The ring has been sent to influential members of political and public life and offered to Australians from all walks of life in the hope that by wearing the ring, they’ll instigate conversations and put further pressure on the government to change the law surrounding marriage equality.
Results
The first allocation of rings sold out within hours of launch, and after sparking public discussion amongst key policy makers in Australia, the campaign was featured by over 200+ publications in Australia and across the globe in the first week alone.
Further to this, the Acceptance Ring galvanised a number of high profile influencers and industry partners to help maximise the reach and continue the conversation in support of marriage equality.
Links to examples of coverage are provided on the following page.