Luscious International invites Australians to experience ‘Virtual Equality’ for marriage equality
In the crucial final week before the closure of the postal vote, Luscious International encourages people to vote YES by this Friday, October 27th.
The online experience, “Virtual Equality”, is centred on Dan and Thomas, a loving couple who were legally married in Auckland on September 22nd. Because we can’t experience a legal same-sex marriage in Australia, the couple invited Australians to experience their wedding in virtual reality.
All the emotional highlights of the wedding ceremony were captured using 360 video. The public and politicians were invited to attend a ‘virtual wedding’ held at First Fleet Park, Circular Quay, where they could experience all of the love and joy of a legally recognised same-sex marriage – something that can’t happen in Australia, until we vote yes.
Hundreds of people of all ages lined up to experienced the Virtual Equality event, with responses ranging from laughter to tears with many, including Greens MP Jenny Leong, Member for Newtown, deeply affected by the fact that something so natural can’t legally happen in Australia, unless through virtual reality.
Says Leong: “It’s bizarre that in Australia we can only experience a same-sex marriage through Virtual Reality. Especially in Sydney where we fly the rainbow flag so bright.”
Both the Auckland and Sydney weddings were documented by director Lou Quill, to create an online film, launched on Friday, October 20th. The 360 film, also directed by Quill, was created in partnership with Staples VR and both content pieces can be viewed on the campaign microsite and Facebook page.
Hundreds of rainbow-branded Google Cardboard headsets have also been distributed to influencers and politicians around the country, letting them experience the wedding in VR.
It’s time to make marriage equality a reality.
JWT Sydney
ECD: Simon Langley
ACD: Sinead Roarty
Creative: Giles Clayton
Creative: Simon Hayes
Planner: Heather Morrison
Broadcast Director: Amanda Slatyer
Producer: Nicole Bentley
Director Of Digital Delivery: John Tozzi
Editor/Camera Operator: Kel Gronow
Production Assistant: Brenna Maconaghie
Group Account Director: Jack Blades
Group Account Director: Bruce Pywell
Account Executive: Paloma Newton
Studio designer: Mathew Scott
Luscious International
Director: Lou Quill
Executive Producer: Andrew Morris
Creative / Producer: Rachel Wintle
DOP / Editor / Grade: Jovan Atanackovic
Production Manager: Katrina Sarpi
Camera Operator: Luke Stacey
Camera Assistant: Nina Kalkoff
Data Wrangler: Owen Flood
Staples VR
VR Supervisor: Aliesha Staples
VR Technician: Paul Willey
Production Assistant: Carrie Alexander
DOP Traditional Content: Jason Delaveau
Camera Operator: Mason Bennett
Sound Tech: Luke Madden
Music and Sound Mix: Nylon Studios
Photography
Auckland: Emily Raftery
Sydney: Jonathan May
9 Comments
I’m just not sure about this one…
Nice execution, my issue is with the strategy of the idea.
Firstly, there’s a timing issue. Only one week to go, with 74.5% of the vote counted (and an estimated 60% voting Yes). It’s just coming way too late to make enough of a difference.
But, more crucially, why would No voters strap on a VR set to see a same sex wedding? Can you imagine that happening?
It feels like it is using a gimmick for a case study that’s not actually about communicating an idea to convince the public.
And if that’s not the core audience, if it’s about trying to generate a news story: VR alone is not novel enough to make any sort of dent.
If we aren’t coming up with ideas to change people’s minds in a timeline that can make a difference, then what are we doing here? Making case studies to impress each other at awards?
Hey Strategy,
Thanks for your comment, as you raise valid points! Just to clarify, as I don’t want you to think strategy wasn’t considered, recent reports suggest up to 40% of people under 35 have yet to post their vote. Our aim is to encourage these younger Yes voters, and anyone else who is on the fence, to post their votes by the end of the week through an idea and execution that will resonate with them – hopefully on an emotional level. We are targeting these people through social media. Convincing No voters of anything other than the belief in their own opinions would require a very different approach.
As for time… I wish there was more, but the last week is important and hopefully we can make a difference at this crucial moment with a positive message.
As for case studies and awards, I personally couldn’t care less. The execution is what it is and I hope it makes a difference for social good.
Sorry for not clarifying that – hope this doesn’t bring on a Campaign Brief slaughter!
Rachel x
@Rachel Wintle, it’s so refreshing to see someone commenting with their real name. I salute you.
Regards,
Me.
well done and well said Rachel Wintle. This is one of the most creative execution using a piece of technology which is not a novelty anymore. The idea is on point and totally works in the space of young voters who haven’t formed an opinion yet. Haters gonna hate, anyway…
Nice idea, nice execution. Well done.
Anonymous Potato, exclems and It’s time. I’m not good with Campaign Brief protocol / naming conventions. Are you allowed to say thanks? Well, thanks anyway.
Well done for donating your time and possibly even investing in this.
All that time, money and energy would definitely have had more of a chance to make an impact had it been released earlier in the voting period, though.
But wrangling favours takes time!
@Timing it does! As does finding a beautiful (both inside and out) couple who happen to be getting married in NZ throughout the postal vote period, and who will happily allow a 360 camera at their ceremony. Is timing everything? It’s a lot. But so is intent, purpose and luck to have found them. So bloody grateful.
Fabulous tone. Masterful passive aggressive cuntery if I’ve ever seen it.