Brands putting their best foot forward for LGBTQI+ rights

Apple has published a series of new iPhone X ads to its YouTube channel showcasing the iPhone X’s phenomenal camera capabilities being used at various weddings.

As we all know, the Marriage equality law was passed in the Australian Government by a landslide recently; so, brands are prompted to continue to move with the times (even though Australia was a bit late off the mark, let’s be honest).

All of Apples new ads feature same-sex / gender variations of couples tying the knot, following the recent change in Australian law to formally recognise same-sex unions. 

It’s an issue that has urged brands to be more inclusive—notably Airbnb, whose Acceptance Ring project last year, by Clemenger BBDO Melbourne, was a creative high point. Now, to celebrate the breakthrough, Apple has released a set of ads from TBWA\Sydney celebrating same-sex marriage.

If you go to the Apple Australia Online Store, users are greeted by this beautiful preview shot that leads into the full video: https://www.youtube.com/watch?v=VjlNKiH1iBk

Apple CEO Tim Cook says he felt a “tremendous responsibility” to publicly come out as gay, to show support for LGBTQI+ people around the world. Apple is a company that take a stand on fundamental human rights; a company that continuously endeavours to advance those rights to minorities; a company that seeks to push humanity forward in the interest of having a society that is more inclusive, more diverse, and ultimately more accepting.

Another brand who continues to jump on the marriage equality bandwagon year after year is ANZ. Each year they continue to celebrate their partnership with Sydney Mardi Gras Festival by transforming their regular ATMs into “GAYTMs” and encouraging customers to upload pictures of the tellers.

The bank commissioned artists to individually transform and decorate ten ATMs around Sydney using colours, patterns, sequins, and jewels. The unique GAYTMs were found in various locations on Oxford Street, Pitt Street, George Street, Castlereagh Street, Surry Hills, and Bondi Junction.

Bottle shop chain BWS has created six ‘Pride’ stores across Sydney in celebration of the Sydney Gay and Lesbian Mardi Gras.

Guy Brent, general manager of BWS, said the initiative is part of Woolworths Group’s 2020 Corporate Strategy commitment.

“As part of Woolworths Group, our 2020 Corporate Strategy commitment is to achieve Gold Tier employer status in Australian Workplace Equality Index for Lesbian, Gay, Bisexual, Transgender and Intersex inclusion. Creating the BWS ‘Pride’ stores is one of the ways we can broadcast our stance on equality.

All aboard the spirit ship!