Virtual Equality
By J Walter Thompson Sydney, Sydney, Australia
For QueerAz
Highly Commended in category Advertising
In subcategory Film
Project Description
In 2017, Australia was the only western country yet to legalise same-sex marriage. With the Australian government announcing the marriage equality postal vote in September, a fierce and often ugly campaign unfolded between the “YES” and “NO” camps.
Queeraz, a new social network connecting the queer world, wanted to cut through the rhetoric and encourage fence-sitting Australians to vote YES. To do this, we needed to remind Australians what they were actually voting for, by letting them experience all of the love and joy of a same-sex marriage before they cast their votes. But the only way that was possible in Australia, was through virtual reality.
Queeraz, a new social network connecting the queer world, wanted to cut through the rhetoric and encourage fence-sitting Australians to vote YES. To do this, we needed to remind Australians what they were actually voting for, by letting them experience all of the love and joy of a same-sex marriage before they cast their votes. But the only way that was possible in Australia, was through virtual reality.
Agency Solution
Using 360 cameras, we documented a real same-sex wedding happening in Auckland, New Zealand, before inviting influencers, politicians, media and the public to a ‘virtual wedding’ activation in Sydney, during the heart of the marriage equality vote.
The Virtual Equality VR activation gave Australians the chance to experience the impossible, by attending attending a same-sex marriage on home soil. Rainbow-branded Google Cardboard headsets were also sent to media and all 150 sitting politicians, letting them experience the virtual wedding through an interactive 360 film hosted on our mobile site.
For the first time, virtual reality was used as a social protest, delivering a powerful message that became a rallying cry of the “yes” campaign: “Australia. It’s time to make marriage equality a reality.”
The Virtual Equality VR activation gave Australians the chance to experience the impossible, by attending attending a same-sex marriage on home soil. Rainbow-branded Google Cardboard headsets were also sent to media and all 150 sitting politicians, letting them experience the virtual wedding through an interactive 360 film hosted on our mobile site.
For the first time, virtual reality was used as a social protest, delivering a powerful message that became a rallying cry of the “yes” campaign: “Australia. It’s time to make marriage equality a reality.”