Clothing The Gaps, Free The Flag OOH

The ‘Free the Flag’ campaign was launched by Clothing the Gaps with the intention to see the Aboriginal flag free to use across any placement, whether apparel, media and so on. The flag is a symbol of First Nations community & Identity & at the time it was copyrighted under a licensing agreement which didn’t serve the community it was intended to represents(the only flag in the world to be classified a such).

This activation was one stream of what was a two year campaign to amplify awareness of the cause. We needed to simpify what was a complex issue with compelling copy and visuals to drive intrigue in an OOH setting. Rather than a clunky website CTA, we used strong copy with SEO quality directly leading to resources where one could be educated further. Replacing the ‘sun’ in the flag with a dollar symbol was a bold visual to quickly land our key message, the Aboriginal flag should not be profited from, and should be free to use.

My role:

- Concepting
- OOH Graphic Design
- Social Content