|Product / Service||ANZ BANK|
|Category||C01. Brand Environments|
|Entrant||WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA|
|Entrant Company||WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA|
|Advertising Agency||WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA|
|Media Agency||PHD Melbourne, AUSTRALIA|
|Production Company||REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA|
|Scott Whybin||Whybin/TBWA Group Melbourne||Chief Creative Officer|
|Paul Reardon||Whybin/TBWA Group Melbourne||Executive Creative Director|
|Damian Royce||Whybin/TBWA Group Melbourne||Creative Director|
|Tara Ford||Whybin/TBWA Group Melbourne||Creative|
|Daniel Pizzato||Whybin/TBWA Group Melbourne||Creative|
|Andy Lish||Whybin/TBWA Group Melbourne||Creative|
|Frieda Handoko/Danny Bos||Whybin/TBWA Group Melbourne||Digital Designer|
|Margot Ger||Whybin/TBWA Group Melbourne||Executive Producer|
|Lauren Pell||Whybin/TBWA Group Melbourne||Producer|
|Mish Fabok||Whybin/TBWA Group Melbourne||Digital Producer|
|James Dive/Pete Baker||The Glue Society||Project/Artistic Director|
|Michael Ritchie||Revolver/Will O'rourke||Executive Producer|
|Josh Mullens||Revolver/Will O'rourke||Head Of Projects|
|Mel Reardon||Revolver/Will O'rourke||Project Manager|
|Mim Haysom||Whybin/TBWA Group Melbourne||Regional Group Head|
|Claire Tenzer||Whybin/TBWA Group Melbourne||Group Account Director|
|Alice Mccormack||Whybin/TBWA Group Melbourne||Account Manager|
|Kimberlee Wells||Whybin/TBWA Group Melbourne||Head Of Digital|
|Scott Woodhouse||Whybin/TBWA Group Melbourne||Digital Planner|
|Rob Lowe||Eleven PR||Pr Director|
Our objective was to demonstrate ANZ’s support for both the event and the values behind it. In the weeks surrounding the Mardi Gras, we wanted to draw people’s attention to the bank, and to encourage interaction with it, helping spread their message of diversity and inclusion. And we needed to do all this in keeping with the fun, fabulous spirit that is the modern Sydney Gay and Lesbian Mardi Gras.
ANZ Bank, is one of Australia’s largest financial institutions. As a company, ANZ believes in diversity, inclusion and equality in their workplace. To promote these beliefs beyond the company walls, ANZ Bank has been a major sponsor of the Sydney Gay and Lesbian Mardi Gras (one of the world’s largest marches for gay rights) since 2007. 2014 was their first year as Principal Partner. ANZ wanted to do something fun, meaningful and relevant for their banking brand. Surrounding the event, they wanted people on Sydney’s streets to interact with the bank and help spread their message of diversity and inclusion.
We transformed central Sydney ATMs into dazzling GAYTMs. Each unique GAYTM was inspired by gay and lesbian culture and designed in the spirit of the event. They were bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur. From unicorns and drag queens to rainbows and tattoos, each GAYTM was a riot of colour and textures to celebrate the festival and show ANZ’s support for diversity. The display screens on the GAYTMs were changed to carry messages such as ‘Hello gorgeous’ and ‘Happy Mardi Gras!’. The GAYTMs also dispensed rainbow coloured receipts with the message ‘Cash out and proud’.
Total media impressions: 62+ million. Metro news coverage in every Australian state News coverage on every Australian commercial TV channel. Branded pictures in media from over 70 countries around the world. Reported on over 100 blogs and online articles. Sydney’s tourist buses, re-routed to pass the GAYTM locations. Normally, a receipt roll in the ANZ Oxford St ATM lasts one week. The first rainbow-coloured receipt roll in the ANZ Oxford St GAYTM lasted one hour.