Atlassian’s light installation via Atomic 212° reaches over 144m people in support of ‘Yes’
IT giant Atlassian has partnered with Atomic 212° to support the “Yes campaign” with a giant light installation in the centre of Sydney. In a few short weeks, more than 144 million sets of eyes have been exposed to the positive message which supports same sex marriage.
The giant installation lights up the entire Atlassian building on George Street in Sydney every night and promotes the message #Loveislove.
Says Amy Glancey, director of communications, Atlassian: “Atomic 212° is one of “those” agencies. The type where culture is palpable and creativity breeds. A place where stories happen and ideas are born. When you’re there, you don’t want to leave. And when you leave, you want to go back.
“I have been blown away by the team’s energy and unique ability to break down complex problems, and ideate around solutions. They have a trademark “Atomic” approach which is highly creative and seldom found.
“Innovation takes risk – it takes courage to trailblaze and peek around corners. I value Atomic 212°’s creative approach and bold execution, but it’s their courage and fearless uniqueness that makes them truly innovative. I feel lucky to work with Atomic 212° and proud to call them a partner of Atlassian.”
Says Jonas Lembke, ECD, Atomic 212°: “Partnering with Atlassian is amazingly inspiring, and a sign of where our business is going. The results of this partnership will spark projects that will have real impact, not only on Atomic 212° and Atlassian, but for coming generations of Australians.
“This is a truly important message to get out there, and we are proud to work with a company that it so willing to take a stand.”
Says Jessica Sweeney, graphic designer, Atomic 212°: “This is by far one of the most important projects I have been involved in, and I am happy it addresses a turning point within our history, and how often do you get to say that?”
11 Comments
144 million sets of eyeballs…. So you are saying 144 million people have gone through Sydney in the last few weeks? Sorry, but, wtf are you talking about?
Next, whats the point of this? Why push the ‘yes’ cause in a city where a vast, overwhelming majority are already voting yes. If you actually cared about influencing the vote rather than this sort of pink washing PR fluff, you would go and spread the message beyond the Sydney CBD.
It’s stuff like this that makes the rest of the world lose patience with this industry.
I think “Maths” you may be forgetting the recent development of social media and platforms such as instagram pics with their millions of followers. hmmm.
It’s a great stunt, not rock science, but awesome for Atlassian to do this.
@maths.. spot on.
@Maths…..
What to do you mean? That the entire adult population of Sydney didn’t walk past this 48 times, at night, in just a few weeks? The maths makes sense to me /s
In Sydney for a shoot, and as I walked around the city looking for somewhere to buy fags last night I couldn’t help but notice all the rainows everywhere.
Whatever your politics, there’s certainly no shortage of LGBTQI support in Sydney. It’s become part of the city’s design language.
One more flag ain’t going to make one ounce of difference.
if success is measured on numbers vs spend, If i hang a rainbow flag outside my window on Oxford street and reach 100,000 people walking pass on a zero media budget, would that make it the most amazing media campaign ever?
You put up a rainbox flag. In Sydney. One of the most LGBT friendly cities in the world.
And…….. then you felt the need to PR it.
Seriously, everyone involved in this should be ashamed.
Amy you haven’t worked with agencies before have you??
This is just another rainbow, projected onto yet another wall, in another attempt to jump on the bandwagon that left town some time ago. Please have another read of your ridiculous press release….you’re not ‘trailblazing’ here, there’s not even a spark of ‘innovation’.
What the hell? I’m pretty certain a human being did not say this: “Atomic 212° is one of “those” agencies. The type where culture is palpable and creativity breeds. A place where stories happen and ideas are born. When you’re there, you don’t want to leave. And when you leave, you want to go back.”
I knew Sydney was big. I didn’t know it was that big.