In late 2017, same-sex marriage was legalised in Australia to the joy of many. The nationwide debate leading up to this moment was long and tiresome for the LGBTQI community. Discussions between families, friends and colleagues were sure to elicit strong emotional responses from both sides of the debate. But after the government sent out a postal vote to survey the Australian public on the issue, the results revealed an overwhelming ‘YES’ vote for equal marriage rights for same-sex couples. All Gay Weddings entered the market shortly after. Consultation with members of the LGBTIQ community was an important step towards being approved of by the target market. These consultations led the creative direction towards using the topic of discrimination in the community front and centre, in a satirical way.

The video directly references the famous incident where a florist refused to sell their product to a same-sex couple for their wedding. We took this sensitive topic and flipped the perspective on its head. Max, the brilliant talent, gave an outstanding dialogue delivery and provided us with the authenticity required to make a video around a minority group. Our script referenced high-profile media moments in the same-sex marriage debate, in a tongue in cheek, verbatim way. These comments might have originally caused distress for the LGBTIQ community, but in the positive context of the video and decision, All Gay Weddings appeared engaged and knowledgable to the target market. After all that distress, the community needed to poke some fun at the experience.