Bridging the gap for less divide.
Same sex marriage being legalised was a historical landmark for Australia, but the ongoing marriage equality debate left much of the public divided. Leveraging Bankwest’s brand platform of Bank Less and their major sponsorship of Pridefest in Perth WA, we created an emotional activation which broke barriers normally holding thousands of spectators back at the parade. The Equality Bridge encouraged strangers to cross from opposite sides of the road, then meet in the middle. As the cameras rolled and media paid attention, the message of ‘Less Divide’ was then spread to the wider Australian public.