WEAR IT WITH PRIDE by M&C Saatchi Sydney for NATIONAL LGBT HEALTH ALLIANCE

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WEAR IT WITH PRIDE

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Ben Welsh
Creative Director Gavin Mcleod
Art Director Hannes Ciatti
Copywriter Genevieve Hoey
Photographer Julia Schauenburg
Account Supervisor Jody Houston
Released January 2010

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: NATIONAL LGBT HEALTH ALLIANCE
Product/Service: LAW REFORM AWARENESS
Agency: M&C SAATCHI
Executive Creative Director: Ben Welsh
Creative Director: Gavin Mcleod
Copywriter: Genevieve Hoey
Art Director: Hannes Ciatti
Account Manager: Greg Beazley
Account Supervisor: Jody Houston
Photographer: Julia Schauenburg
Other Credits: Ben Huxter Digital Art Director
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: M&C SAATCHI, Sydney, AUSTRALIA

Description of Ambient execution
With a tiny budget, we needed an affordable media idea to reach our objectives. Live campaign billboards. WEAR IT WITH PRIDE began with leading artists translating the law reforms into 85 T-shirts. Then famous Australians joined to champion a reform and T-shirt. We shot a video clip donated by one of Australia’s favourite pop stars, featuring community members in our T-shirts. We launched with an art installation of 250 T-shirts and celebrities at the Sydney Opera House, sending News of the campaign went around the world. All activity drove people to our website to learn about the reforms, buy the T-shirts and become our live, human campaign billboards, wearing it with pride and spreading the knowledge of the reforms across Australia.