PUMA

#Let Us All Tie The Knot

In August 2017, the government announced a national survey to determine whether Australians support marriage equality. PUMA wanted to make it clear they support equality and individuality of every kind. And they wanted to give the public a way to express their support easily too. With #LetUsAllTieTheKnot, we turned the everyday action of tying shoelaces into a symbol of support for everyone to be able to marry whoever they love. Together with a lacing expert, we created the Equality Knot - a unique knot that sat noticeably on the side of the shoe with an equal sign as its central feature.

Beyond the success on social media and the reach of this campaign, the highlight of this project was knowing that we played a part in Australia voting YES and legalising marriage equality.

Since the vote was passed on 7.12.17, the work has been archived by The Australian Lesbian and Gay Archives, the biggest repository of historical materials about LGBTIQ experience in Australia. ALGA was established in 1978.