ANZ GAYTMS

Silver Spike

Case Film

Presentation Board

TitleANZ GAYTMS
BrandANZ
Product / ServiceANZ BANK
CategoryC01. Brand Environments
EntrantWHYBIN\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

Credits

Name Company Position
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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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’.

Indication of how successful the outcome was in the market

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.