Page 52 - The EDIT | Q3 2017

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Ideas
Until we all belong | Airbnb
Silver Media Lion
Australia is the last Western country in the world
to ensure same-sex marriage by legalizing gay marriage. Airbnb stands for something much greater than just travel, with a mission statement to create a world where anyone can belong. This core belief was brought to life by taking one of the oldest symbols of marriage — the wedding ring — to create the incomplete circle of the Acceptance Ring. This ambient media idea saw hundreds of thousands
of Australians wearing the ring and pledging to fight the cause of social media, as well as other big brands like Qantas showing support.
Turning a symbol into a media channel
Another equally important campaign for equality. This is a powerful idea executed on a small budget, which demonstrated that the brand practices what it preaches. By turning the ring symbol into its own unique media channel, it became a symbol for marriage inequality that the entire nation (and beyond) could share on social. They were also able to bring the message to life in increasingly unique ways thanks to the support of other corporations — such as across the back of all Qantas boarding cards for the month of May.
http://bit.ly/2wdwS1c
Channel 4 Paralympics | Channel 4
Gold Media Lion
Channel 4 declared 2016 as their Year of Disability, with the Paralympics as its centrepiece. They
took the opportunity to make Rio 2016 more than just a sporting event and started a conversation about disability to change public attitudes through a 3-minute film featuring 140 disabled people. Described as ‘the most accessible advertising campaign ever’ they took ordinarily inaccessible channels for those with sight and hearing loss, and made them accessible. Signed, subtitled and audio described versions of the film were created and distributed across platforms.
Making ads seen and heard by the able-bodied and disabled alike
The deserving winner of three Cannes Lions, Channel 4 smashed viewing targets and changed the nation’s attitudes to disability for the better. Brands were encouraged to feature disability in their ads and they got half of the UK population tuning into the Paralympics (despite only a quarter being previously interested) thanks to technological innovation, pushing media partnerships to their limit and a smart cross-platform video strategy.
http://bit.ly/2x0qMAK
Role of comms: ACTIVATING
Role of comms: IMPACTING
THE EDIT ISSUE 7 | Q3 2017