ANZ #HOLDTIGHT

Short List
TitleANZ #HOLDTIGHT
ClientANZ
Product / ServiceANZ BANK
CategoryD01. Social Video
EntrantTBWA\MELBOURNE, AUSTRALIA
Idea Creation TBWA\MELBOURNE, AUSTRALIA
Media Placement PHD Melbourne, AUSTRALIA
PR ELEVEN Melbourne, AUSTRALIA
PR 2 ELEVEN Auckland, NEW ZEALAND
Production LEVEL TWO MUSIC Melbourne, AUSTRALIA
Production 2 THE GLUE SOCIETY Sydney, AUSTRALIA
Production 3 REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Additional Company DIGITAL ARTS NETWORK Auckland, NEW ZEALAND

The Campaign

For many in the community even if you're ‘out’ and completely comfortable with your sexuality, holding hands with a partner in public can still feel awkward, tense or even scary – sometimes making it easier to just let go. So we encouraged people to #HOLDTIGHT instead. We wanted to celebrate the simple act of LGBTI couples holding hands. We made it a mainstream conversation, spreading ANZ’s message to the community to ‘stay strong, be resilient, equality is coming.’

Creative Execution

We created an online film showing a situation all-too-real for so many LGBTI people when holding hands in public - the moment where they let go. The implication being that they do so because of fear, uncertainty or simply habit. The film featured real couples, and appeared via every ANZ owned social channel across both Australia and New Zealand. It was the first time ANZ had conducted a collaborative sponsorship event at this scale. The #HOLDTIGHT film launched online around Valentine's day, in the lead up to Sydney Mardi Gras and Auckland Pride festivals. And in collaboration with Twitter, a custom emoji was developed to appear when people used the hashtag #HOLDTIGHT when sharing the video or sharing their reaction to it.

The #HOLDTIGHT film was viewed over 12 million times and its message shared more than 150,000 times. There were more than 300,000 reactions to the film on social and sentiment ranked at 98% positive. Official brand tracking data put ANZ as the only one of the big four banks in Australia to achieve nett positive sentiment on social media during this time. The hashtag #HOLDTIGHT was used in more than 100 countries during the campaign, even being adapted into its portuguese translation #segurefirme Engagement on Twitter exceeded industry benchmarks by 60% and view rates by 75%

The primary target audience were members of the LGBTI community. #HOLDTIGHT also targeted non-LGBTI, as it gave this loving gesture new perspective and brought to their attention something that they take for granted every day. ANZ commissioned research across Australia and New Zealand, surveying people about the simple act of holding hands. This research wholeheartedly validated the insight, and found LGBTI couples struggle to feel comfortable with basic displays of affection in public such as holding hands. It also supported the idea that when they do hold hands, large numbers of the community feel pressured to let go of one another. ANZ used social media for the idea primarily because it was one of the few places where many LGBTI people felt like they could share and engage openly with ideas supporting equality and diversity. This platform also meant our message could be spread far and wide across the world.

Credits

Name Company Position
Paul Reardon TBWA\Melbourne Chief Creative Officer
Tara Ford TBWA\Melbourne Creative Director
Tim Woolford TBWA\Melbourne Creative
Scott Canning TBWA\Melbourne Creative
Margot Ger TBWA\Melbourne Head of Broadcast
Dave Keating TBWA\Melbourne Head of Integrated Production
Harrison Webster TBWA\Melbourne Content Director
Stephanie Leddin TBWA\Melbourne Content Producer
Jesse Richards TBWA\Melbourne Content Creator/Editor
Michael Edwards Level Two Music Composer
Pete Baker The Glue Society Director
Michael Ritchie Revolver/Will O'Rourke Manager Director/Executive Producer
Josh Mullens Revolver/Will O'Rourke Executive Producer/Head of Projects
Jasmin Helliar Revolver/Will O'Rourke Producer
Geoffrey Simpson Revolver/Will O'Rourke DOP
Ricci Meldrum TBWA\Melbourne Regional Group Head
Claire Tenzer TBWA\Melbourne Group Business Director
Amelia Van Veenendaal TBWA\Melbourne Project Director
Todd McClerie TBWA\Melbourne Project Manager
Paul Arena TBWA\Melbourne Digital Planner
Fee Townshend Eleven Managing Director Melbourne
Angelina Farry Eleven Managing Director Auckland
Louise Cargo Eleven Senior Account Director
Jade Glashoff Eleven Account Director
Christy Peacock TBWA\Auckland Executive Creative Director
Karen Maurice O'Leary TBWA\Auckland Creative Director
Robyn Budd TBWA\Auckland Head of Client Service
Maike Blackman TBWA\Auckland Group Acount Director
Ruby Soole TBWA\Auckland Account Manager
Links
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