Interbrands’ G’ AY MATE wins two D&AD pencils

Interbrand Australia has won two D&AD pencils for its G’ AY MATE campaign.

The announcement:

Interbrand Australia’s G’ AY MATE picks up 2 D&AD pencils

Interbrand Australia is proud to announce that its G’ AY MATE campaign has been awarded two Wood Pencils overnight at the 2018 D&AD awards in London – the world’s premier design and creativity festival.

The campaign, run with the support of Cotton On Group, was recognised for Graphic Design (Posters) and Branding (Logos).

Interbrand Australia Executive Creative Director Ben Miles said the campaign was all about giving everyone a fair go.

“”G’day mate”. Australians are famous for that warm, welcoming expression. But when our government launched a national vote to determine whether same-sex marriage should be made legal… well, the conversation turned sour. As designers we have the tools to make a difference, so when the marriage equality debate kicked off we wanted to use design for good,” Miles said.

“G’ AY MATE is a reminder of what it means to be Australian; friendly, laidback, and to always give everyone a fair go. Because if everyone deserves a fair go, surely same-sex couples should be allowed to get married.”

“The project was a labour of love, full of blood, sweat and tears from the entire team at Interbrand, and we couldn’t be any prouder of the project and the global recognition. Yes!” he said.

Through how-to-vote flyers, free G’ AY MATE t-shirts, social media conversation starters, a national poster campaign, and hitting the streets in pro-marriage equality marches, Interbrand Australia played their small part in fighting for the greater good. And finally, on the 15th of November 2017, Australia voted YES to same-sex marriage.

“I’m really proud of the team for the idea and execution behind G’ AY MATE, and it’s amazing to see this worldwide recognition of such an important conversation starter. Still, we’ve never been prouder than we were of our country on that historic November morning,” Interbrand Australia CEO Nathan Birch said.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.