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2018 One Show - Cross-Platform

Until We All Belong

Agency Clemenger BBDO / Melbourne

Client Airbnb
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Annual ID

OS_CP18038M

About the Work

Australia was the last Western country without same sex marriage. Airbnb's mission statement is "We believe in a world where people belong anywhere", and in 2017 we decided to live by this purpose rather than talk about it, committing our entire 2017 brand budget to this cause. The Acceptance Ring was created with support from world-renowned designer Marc Newson. The incomplete ring symbolised the gap in marriage equality we needed to close and was intricately engraved with the words 'Until We All Belong'. We created a movement that rallied other corporates to join our campaign (including ANZ, Qantas, Google and eBay to name a few), creating an integrated media plan formed of millions of dollars worth of earned and donated media. Australians were encouraged to wear the ring until such day that same sex marriage was legalised. In December 2017, the day to take them off finally came.