HSBC X SWANS
STAND FOR PRIDE

HSBC X SWANS
STAND FOR PRIDE

HSBC X SWANS
STAND FOR PRIDE

Whilst diversity and inclusivity is being championed across industries, representation in sports in severely lagging behind. Most notably whilst there are out players across soccer, rugby and more, there and 0 players that openly identify as LGBTQI+ in the AFL. This is statistically impossible. So how could we use that knowledge to help HSBC start a conversation?

A simple clash of the thing that celebrates and immortalise players with our zero out players stat.

A statue of an empty pair of football boots, yet to be filled by a LGBTQI+ player within Australian Rules Football.

Unveiled outside of the SCG the statue immediately grabbed news attention. Resulting in 1.7m+ reach and starting conversation about diversity and amongst footy circles.    
 
Then, we brought ‘The Stand For Pride’ to game day. 220+ fans stood in the boots to show their allyship and support for the first openly LGBTQIA+ male player that is yet to come.

© 2015–2025

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© 2015–2025

All Rights Reserved