The Equality Campaign: YesFest

The mail-in vote for marriage equality was announced with very little lead time and designed to work against millennial voters who’d never licked the back of a stamp in their life. To ensure young people showed up for marriage equality with their sealed envelopes in hand, we created a benefit concert where your ‘YES’ vote was your ticket in.

Putting on a music benefit is no walk in the park. In six weeks, we’d reached out to artists and booked a line-up, got the backing of the YES Campaign and signed on brands as sponsors. Our team grew from two creatives, to three, then five, to dozens across our agency group and even partnered with a rival agency.

We put together the branding, comms, collateral, booked a 50,000 person stadium, got MTV and Ben & Jerry’s onboard. Even Sir Elton John jumped on the bandwagon. YesFest was quite the ride until it came to an abrupt end. It’s a long story, but the good news was that the YES voters were victorious and Australia could hold its head hight for a moment in time.

OOH

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PR COVERAGE

TV and Cinema

PRINT

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SOCIAL

Credits: Curt Mcdonald, Jonno Seidler, Chi Yusuf, John-Henry Pajak (Creative Partners)