The right message at the right time. Leo Burnett has created the first truly creative ad in the campaign for (or, sadly, against) marriage equality.
A tactical ad with perfect timing.
The Leo Burnett spot is an emotional film about the joy of marriage – the joy that marriage brings not only to the betrothed, but also to their family members and friends – that aired during The Bachelor finale. Its joy cuts across the anger that the postal vote has sparked. Its emotional content counteracts the hard-heartedness of this “political debate”.
The spot features moving real wedding footage contributed by members of the LBGTI community and urges Australians to vote yes “for every Bachelor and Bachelorette”.
“Opportunities like this really help the campaign cut-through all the noise around Marriage Equality which is simply about dignity, respect and fairness for LGBTI Australians,” noted Tim Gartrell, The Equality campaign director.
To create the spot, Leo Burnett Melbourne joined forces with Airbag, Arc Edit, Manimal and Nylon. Media placement during the finale was donated by The Bachelor’s major sponsor, Wrigley’s Extra.
“Choosing The Bachelor finale was a purposeful move to not only target a certain demographic, but to make the point that everyone should have the right to get married,” explained Andrew Woodhead, creative director, Leo Burnett Melbourne.
“We also hope that more marketers will follow Wrigley’s lead and consider donating a portion of their media plan so that messages like this get the air time they deserve.”
“The campaign appreciates the spirit in which this air time and creative has been generously donated,” Gartrell added.
“Australians know this is about a fair go for all and allowing people to just get on with their lives with the person they love. Marriage Equality takes from no one and makes our country a fairer and more inclusive place to live.”
Alison Levins, marketing director, Wrigley, stated, “We are proud to be able to provide this opportunity to convey the important message of marriage equality for all Australians. Wrigley has donated this spot because we simply believe that everyone deserves their own grand finale in love.”
Adrian Bosich, director, Airbag, commented, “These emotional wedding moments are universal, and engage with a sense of the familiar, with heartfelt moments of humanity as love brings two people together in front of their family and friends.”
Marketers wishing to donate to this campaign are welcomed to contact The Equality Campaign directly.
Corporates: Janine Middleton
General donations: Brooke Horne
Client: The Equality Campaign
Campaign Director: Tim Gartrell
Campaign Director: Helen Ross-Browne
Advertising and Brand Director: Kirk Marcolina
Digital Campaigner: Steph Lee
Media donated by: Wrigley Australia
Marketing Director: Alison Levins
Marketing Manager: Alexandra Hume
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
National CEO: Melinda Geertz
Creatives: Katarina Matic, Andrew Woodhead & Sarah McGregor
Account Director: Rhys Thomas
Senior Producer: Eliza Malone
PR: Katy Denis
Production Company: Airbag
Director: Adrian Bosich
Head of Production: Martin Box
Post Producer: Nick Venn
Production Assistant: Megan Glass
Edit Company: Arc Edit
Editor: James Ashbolt
Editorial Producer: Olivia Carolan
Editorial Assistants: Damien Magee & Lucas Baynes
Grade/Online Company: Manimal
Grade/Online: Ryan Brett
Grade/Online Producer: Chelsea Nieper
Sound: Nylon Studios