Bronze Spike

Case Film

Presentation Board

Product / ServiceANZ BANK
CategoryA03. Use of Outdoor
Media Agency PHD Melbourne, AUSTRALIA


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

Results and Effectiveness

Public and social reactions to the GAYTMs on Sydney’s streets lead to the following: More than 62 million media impressions. 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 an average of one week. The first rainbow-colored receipt roll in the ANZ Oxford St GAYTM lasted one hour.

Creative Execution

On the exterior walls of inner-Sydney ANZ Bank branches, ATM’s were transformed into dazzling GAYTMs. Each unique GAYTM was inspired by gay and lesbian culture and designed in the spirit of the event. The GAYTMs 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. As well as looking fabulous on the outside, the machine’s transaction screens were also utilized. They were changed to carry messages and well-wishes such as ‘Hello gorgeous’ and ‘Happy Mardi Gras!’. And to complete the experience, the GAYTMs dispensed rainbow-colored receipts with the message ‘Cash out and proud’. The creation, installation, and delighted public reactions to the GAYTMs became short webfilms. Content was then uploaded to Instagram, YouTube, Flickr, Twitter and Facebook.

Insights, Strategy and the Idea

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 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. In 2014 they became the event’s Principal Partner. The objective was to use ANZ’s owned media spaces to encourage people on Sydney’s streets to interact with ANZ bank and help spread their message of diversity and inclusion — in keeping with the fun, celebratory spirit of the Mardi Gras. The target audience was very broad; existing and non-existing ANZ customers on the streets of Sydney during the Mardi Gras. We thought about how people would naturally interact with the bank during the event and did something special. We transformed ANZ bank’s ATMs into dazzling GAYTMs.