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

April 30, 2018


Sydney, Australia (April 30, 2018)– 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 recognized 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.

Visit Interbrand’s Australian website, to learn more about the campaign.


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

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

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

For more information on G’ AY MATE, click the below: 

Media inquiries:
Siobhan Rennie
Director, Group Corporate Communications
ph: 0434 23 00 79

About Interbrand
At Interbrand, we believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. We do both, through a combination of strategy, creativity, and technology that helps drive growth for our clients’ brands and businesses. With a network of 18 offices in 14 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel. Interbrand is part of The Brand Consulting Group of Omnicom Group Inc. (NYSE:OMC). For more information, please contact us, or follow Interbrand on LinkedInTwitterInstagram, and Facebook.

For more information, please contact:

  • Alyssa Carfi
  • Senior Manager, Global PR & Corporate Communications
  • Phone: 212 798 7547
  • Mobile: 973-897-6264