Mock Briefs: Ad agencies fight for marriage equality

By AdNews | 9 February 2016

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As part of The Annual we asked creative agencies to create mock briefs using the brief:

We're not there yet. Create an ad that highlights the seriousness of the issue globally and for Australians. But pick for, or against.

ARCHIBALD/WILLIAMS “HEART PARTS”

Archibald/Williams mock brief vagina
There shouldn’t be rules when hearts come together. It’s time for marriage equality in Australia.

Copywriter: Jackie Guerra | Art director: Chris Wilson | Executive creative director: Matt Gilmour

ARCHIBALD/WILLIAMS “WEDDING BAND(AGE)”

Archibald/Williams Mock Brief Hand
When you can’t marry, it’s not just unfair. It’s actually painful.

Copywriter: Tom Selby | Art director: Elizabeth Commandeur | Executive creative director: Matt Gilmour

MCCANN SYDNEY “G’DAY”

McCann
We think it’s about time we welcomed gay marriage in Australia, in the best way we know how.

Creative team: Phillip Harkness and Jack Wall

THE WORKS “RING FINGER”

the works logo removed
Sending a strong message of support – to those who believe in love.

Creative team: Camden Chan and Sam Grant

THE HALLWAY “NOTHING MORE NATURAL”

The Hallways Mock Brief equality

The Hallways mock brief equality girls
There’s nothing more natural than same sex marrige.

Photographer: Andy Lewis | Art director: Rob Omodiagbe

YOLO “OLD MARRIED COUPLE”

Yolo mock brief
There are bigger conflicts in the world than those that go on between two men, or two women.

Let’s encourage our government to invest time solving those, and allow two people to settle
their beefs their own way – like any married couple.

BOHEMIA “THE MARRIAGE BAN” AND “AUSTRALIA’S TROPHY CABINET”

bohemia logo removed 4

Bohemia 1 logo removed
The Marriage Ban – Marriage is something a lot of people take for granted, so if marriage isn’t for everyone, perhaps it should be for no one.

Australia’s Trophy Cabinet – Australians are incredibly proud of their sporting achievements, it’s embarrassing to learn that Australia is 23rd in Marriage Equality.

BOHEMIA “ADVANCE AUSTRALIA FAIR” AND “DID YOU MEAN?”Bohemia logo removed 3

Bohemia logo removed 2

Advance Australia Fair – Another word for ‘equality’ is ‘fairness’ which showcases the hypocrisy of the Australian National Anthem that we are so proud of.

Did you mean? – We use Google as a source of truth and guidance, this highlights just how archaic Australia is when it comes to Marriage Equality.

GPY&R “CHANGE PERSPECTIVE”

GPY&R mock brief
It’s a simple piece about marriage equality. Inviting readers to change their perspective.

ECD: David Joubert and Bart Pawlak | Art director: Brad Stapleton | Copywriter: David Barton | Illustrator: Brad Stapleton

Check out our other mock brief from The Annual: the digital detox is a thing.

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