DiverseID – Cannes Young Lions Entry
In order to connect with new Australians, we needed to shift the conversation about understanding multiculturalism from a societal issue to a personal issue. Despite almost half of the population being 1st or 2nd Generation Australians, awareness of this fact is very limited. So lets show the country that to be Australian means more than just green and gold.
Introduce a digital birth certificate that shows what Australia really looks like. Powered by ancestry data, the app produces a unique symbol or 'Birthmark' that displays the multicultural make up of each individual, giving us a powerful visual representation of how unique we all are. Each unique ‘Birthmark' is ingested straight into an above the line digital campaign with the call to action – ‘Discover your diverseID’.