Canberra creative agency Zoo Group launches Vegemite ad to secure 'Yes' votes
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Canberra creative agency Zoo Group launches Vegemite ad to secure 'Yes' votes

No doubt your Facebook feed is currently dominated by rainbow logos, but one Canberra creative agency has gone a step further in a bid to encourage people to vote yes to marriage equality.

Zoo Group has drawn on the quintessential Aussie brand - Vegemite - to target what creative director Jason Perelson refers to as "the undecideds".

The Zoo Group creative team: Shaun Versey, Melissa Bareis, Jason Perelson, Erin Collett and Natalie van der Rijt.

The Zoo Group creative team: Shaun Versey, Melissa Bareis, Jason Perelson, Erin Collett and Natalie van der Rijt.

The Facebook graphic, cleverly-written and using the Vegemite brand colour palette, has so far reached more than 20,000 people online.

"The whole concept came from my wanting to actually do something for the debate," Perelson said.

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The Facebook graphic, developed by Zoo Group, target 'undecideds' in the marriage equality debate.

The Facebook graphic, developed by Zoo Group, target 'undecideds' in the marriage equality debate.Credit:Zoo Group

"So, I stepped back and wondered, 'how do we actually have a meaningful debate with such a contentious issue, in a way that can quickly, and succinctly get it across in a Gen Z world?'

"Instead of just sticking a rainbow flag on our logo, we wanted to actually change behaviour – that's what advertising boils down to anyway.

"Understanding human behaviour, psychology and our day to day lives are vital ingredients to how we design."

Perelson said he was delighted with the response to the Vegemite graphic, which has been shared more than 150 times on Facebook.

"We're not going to change the minds of voters on either Yes or No camps – but the 'undecideds' - they're the target market," he said.

"So, the team and I worked on just how we can frame the debate differently, in a way that cuts through the waves of information on every channel, publication, street, billboard and dog house, by literally swapping out the words 'Same Sex Marriage'.

"Suddenly, people see it from a whole different context."

It seems the town of Yass is also playing its part in a push for a Yes vote, simply because of its name.

A meme that encourages people to 'make like a town in regional NSW and vote Yass' has been shared online by a number of celebrity and media influencers, including Mia Freedman.

Follow Bree Winchester on Facebook and Instagram

Bree Element is the life and entertainment editor at The Canberra Times

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