Copywriting

G’ ay Mate

Interbrand Australia

A brilliant take on a very Aussie colloquialism for a campaign for marriage equality in Australia. Best of all, Australia voted yes. See the full case study on Interbrand.

This is the sort of line that has writers seething with envy. A strapline hidden in the brand name itself, which becomes a perfect reflection and extension of that name, adding a delightfully unforced layer of meaning and wit. Perfect. (If I can find out who wrote it, I’ll add them a credit!) Lovely identity by SEA, too.