Puma launches #LetUsAllTieTheKnot initiative for marriage equality via Cummins&Partners Sydney

Screen Shot 2017-10-12 at 7.06.49 am.jpgCummins&Partners, Sydney has today announced the launch of #LetUsAllTieTheKnot - a Puma initiative that allows people to show their support for marriage equality in Australia.

#LetUsAllTieTheKnot will allow anyone to show their support for marriage equality by tying 'The Equality Knot' - a simple, recognizable and bespoke knot created by Melbourne-based "Professor Shoelace" Ian Fieggen - a Puma OG enthusiast and knotting expert.

Says Mandie van der Merwe, creative director, C&P: "Whether you identify as lesbian, gay, bisexual, transgender, queer or intersex, you should be allowed to marry the person you love. But, if you live in Australia, you currently do not have this right; you cannot tie the knot with whomever you want. #LetUsAllTieTheKnot is a PUMA initiative that allows people who support marriage equality to make a statement about it every single day until the laws change."

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Screen Shot 2017-10-12 at 7.07.38 am.jpgSays Pancho Gutstein, general manager, Puma Oceania: "This initiative is for equality. For love. For everyone. It is about supporting our people; whether that be our employees, our sportspeople or our consumers. PUMA is a brand that stands up for individuality and being true to who you are. We welcome diversity in all forms. #LetUsAllTieTheKnot is our way of giving people a voice to express themselves and their individual views."

Details of the campaign and instructions on how to tie The Equality Knot can be found at www.equalityknot.com. In addition, Puma will offer up 5,000 limited-edition shoelaces, in the six colours of the rainbow flag to support the initiative. These will be available at Puma Chatswood and Melbourne Central Flagship stores, as well as online at puma.com.au at no cost from 12th October.

The team at PUMA, Cummins&Partners, as well as the production partners who have all given their time and talent to bring this idea to life ask, that if you support marriage equality, tie The Equality Knot and share it using the hashtag.

View the Social Laces video

Client: PUMA Oceania
Creative Agency: Cummins&Partners
Production Company: Photoplay
Photographer: Romello Pereira
Animation Studio: Heckler
Sound and Music: Nylon Studios
PR: Tailormaid

30 Comments

Yes said:

Love

Tongue tied said:


I am looking for the right words...l love it

STOP IT said:

Enough now people.

You're very late to the party, the vote is essentially done, all you're doing is trying to commercialize an important issue.

Plus, this idea is shite and nobody is going to do it.

If you want to help, go raise some money, influence your friends and family or knock on some doors.

Oh dear oh dear said:

This is as tired as my comment. A cliche looking for a moment.

YES!! said:

Nice job C&P. Lovely idea with meaning.

Tongue Tied said:

Looooooove!

YES!! said:

Nice job C&P. Lovely idea with meaning.

nerm said:

Feels incredibly token, sorry.
There's been lots of 'contributions' from adland on this issue and I've seen maybe one good one.
Feels like a missed opportunity. We could have done more.

Rainbow said:

A little late, but still a really cool idea. Congrats.

Lame said:

So late, so pointless, so bad.

John said:

That crowded bandwagon left some time ago.

all aboard said:

The Equality bandwagon is gathering full steam. Ad people make sure you all get involved for the cause - not for awards or any self interest right?

Sometimes this industry is so transparent it makes me gag.

Timing said:

The vote doesn't close for another week. And personally I have forgotten most campaigns. This could actually be exquisite timing.

Maurice said:

This person exists?

'The Equality Knot' - a simple, recognizable and bespoke knot created by Melbourne-based "Professor Shoelace" Ian Fieggen - a Puma OG enthusiast and knotting expert.

Anything to help said:

I don't think it's late at all. These final days and weeks are critical. Sure it's a cliche but it works so who cares? We just want to be able to get married.

Anything to help said:

I don't think it's late at all. These final days and weeks are critical. Sure it's a cliche but it works so who cares? We just want to be able to get married.

@anything said:

Please tell me exactly how this "works" - how does this convince a No voter to change their mind? (that's assuming that anyone actually does this, and that said No voter even notices).
I just find this kind of thing frustrating because it's been created by people with brilliant minds, people with resources, people who could really have made a difference to the outcome if they'd just thought a little harder beyond the pun of "tie the knot".

So this is what we do now? said:

Weak puns?

Really?

Fuck sake.

No said:

It's like they've turned up late to the party with 1/2 a bottle of wine

@Anyone who thinks this is good. said:

Have any of you actually spoken to a NO voter?

Like tying your fkg laces in a weird knot is going to change a single vote.

Well said @anything

Yes said:

Nice idea and nicely timed, well done Mr Flack and C&P!

Hi said:

Just like the love ring from air bnb but much to late.

This is so bad. So funny. Love the c&p comments above. Cringe.

for @anything said:

@anything The idea in many ways is irrelevant. All that matters is middle, conservative Australia sees that well known, respected, mainstream brands like Puma are behind equality. And the more brands like Puma, Coke or AFL that get behind this the better. Nice work.

Me said:

I tied my new sneakers ( not puma btw ) like this and it actually works on that level.
So let us all hope it works equally well on the vote.

If it does - I may buy puma next time

Who says advertising doesn’t work?

H me said:

I don't believe you.

So lame said:

So very very lame

Paddy Power said:

This is essentially Paddy Power's Rainbow Laces, but without the PR value of famous footballers wearing them. I agree with most people that it feels very tokenistic.

Eye roll emoji said:

I'm gay and I work in advertising and from both angles, I find this is so bad it's borderline offensive. There's something kind of Woolworths "Always fresh in our memories" Anzac posters about this but I can't quite put my finger on it. Maybe because support for my equality is being reduced to a shoe lace tied in a knot on a shoe? Like, really?

yes said:

This is the type of idea that in a sense back fires. It only really works if you can get massive PR and participation.

If I don't tie my shoes this way, does it mean I'm a no voter?
Unfortunately, it fails to normalise gay marriage, feels like you are asking people to do something differently by using something that proves we are all the same.

Points for effort all the same.

@ for @ Anything said:

"The idea in many ways is irrelevant."
SHAME on you.
SHAME
SHAME...

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