UNION + The Brand Agency help Bankwest bridge the divide at this year’s Pride Parade
As a proud supporter of Pridefest WA, Bankwest worked with their bespoke agency, UNION (in collaboration with The Brand Agency), to create a one-of-a-kind activation at this year’s parade called The Equality Bridge. Promoting a bold message of ‘Less Divide’ the activation literally bridged the divide of crowds from one side of the parade to the other.
Barriers normally holding spectators back were broken for the very first time as ‘The Equality Bridge’ encouraged strangers to cross from opposite sides of the road then meet in the middle for a hug and a photo #LessDivide.
At the centre was Bankwest’s ‘less divide’ icon – a love heart formed by two location pins coming together. Seen as a metaphor for bridging the ongoing divide in society, the activation symbolised the essence of Pridefest where people from all walks of life are brought together by love and the celebration of belonging.
Marcus Tesoriero, Executive Creative Director, The Brand Agency said, “We were proud to create The Equality Bridge. On the one year anniversary of same sex marriage being passed, this is a message to Australia that we can’t stop there. We need to continue the momentum and bridge the divide for good.”
Client: Bankwest
Client lead: Ellie Grace, Customer Communications Manager
Agency Account Director: Deb Kerferd
Executive Creative Director: Marcus Tesoriero
Creative Director: Dean Hunt
Art Directors: Niall Stephens, Justin Borromei
Activation Management: Katrina Strugnell
Production: Lauren Billingham, Mason Truong, Pete Townsend
Media: Ikon Communications