Brief Explanation

As the principal sponsor of Sydney Mardi Gras, ANZ wanted to create something special in support of the Gay and Lesbian community. The answer was to convert their ATMs into GAYTMS during the festival. As visual extravagance is synonymous with Sydney Mardi Gras, each machine had to be completely transformed into something completely fabulous.

The Brief

ANZ Bank is one of Australia's largest financial institutions. As a company they believe in diversity, inclusion and equality in their workplace. Since 2007, ANZ has been a major sponsor of one of the world's largest gay rights marches, The Sydney Gay and Lesbian Mardi Gras.

How the final design was conceived

The primary focus was visual innovation. Our aim was to establish a unique aesthetic created through a new visual technique. The resulting visual technique was incredibly complex, and involved over 10,000 hand placed pieces. The devised technique involved creating imagery through the layering of individually laser cut 2mm thick acrylic sheets. By layering coloured acrylic on top of one another a relief gradually forms that creates the desired aesthetic. Each surface consisted of six layers of acrylic allowing any pattern or depiction to feature six different colours. Detail of less than one millimetre was achieved. Surfaces that were horizontal, vertical, and faceted were all integrated. Every GAYTM was to be different, intricate and achieved using a completely new visual aesthetic. And in addition to all the fabulousness, the underlying challenge was for the machine to remain fully functional, serviceable and secure. To create the necessary pieces each design was created digitally, broken down into colour groups, and then laser cut and labeled. Then, like a giant jigsaw, the pieces were assembled and fixed by hand. To further push the process, each machine incorporated LED lighting plus individual light boxes. Also included was motion sensors and speakers that activated music as a user approached.

Indication of how successful the outcome was in the market

The GAYTM initiative was an incredibly successful campaign for ANZ Bank: • The campaign generated 11.6 million opportunities to see the campaign across earned and owned social media and media channels. • ATM usage from non ANZ customers increased by 74% • Total interactions 150,000 (Inc. votes, likes, comments, shares, tweets, re-tweets, click throughs, video views.) • Hashtag uses (excluding RT's) 6,400 • Campaign Content Engagement Rate 10 x ANZ average engagement rate • Sydney tour buses rerouted to pass the GAYTMs