Short List
CategoryA09. Consumer Services / Business to Business
Media Placement 2 PHD Sydney, AUSTRALIA
Additional Company ANZ Melbourne, AUSTRALIA


Name Company Position
Paul Reardon TBWA\Melbourne Chief Creative Officer
Matt Stoddart TBWA\Melbourne Creative Director
Rob Hibbert TBWA\Melbourne Creative
Mark Jones TBWA\Melbourne Creative
Max Reed TBWA\Melbourne Creative
Harrison Webster TBWA\Melbourne Creative
Eric Benitez TBWA\Melbourne Head of Art
Kimberlee Wells TBWA\Melbourne CEO
Janine Wertheim TBWA\Melbourne Agency Producer
Gavin O'Brien TBWA\Melbourne Designer
Ricci Meldrum TBWA\Melbourne Regional Group Head
Emma Fox TBWA\Melbourne Business Director
Angelique Dougleris TBWA\Melbourne Project Manager
Jeff Malone TBWA\Melbourne Executive Planning Partner
Paul Arena TBWA\Melbourne Group Planning Director
Rachel Foley TBWA\Melbourne Print Producer
Brian Patto TBWA\Melbourne Editor
Callum Croft TBWA\Melbourne Editor
Chris Gillingham TBWA\Melbourne Editor
Sweta Mehra ANZ Australia Chief Marketing Officer
Carolyn Bendall ANZ Australia Head of Marketing
Darren Sibson ANZ Australia Pride Network
Marnie Benfold ANZ Australia Social Media & Expertise
Alice McCormack ANZ Australia Brand Preference Expert
Carolyn Bendall ANZ Australia Head of Marketing
Darren Sibson ANZ Australia Pride Network
Marnie Benfold ANZ Australia Social Media & Expertise
Alice McCormack ANZ Australia Brand Preference Expert
The Glue Society Revolver/Will O’Rourke Artists/Directors
Michael Ritchie Revolver / Will O'Rourke Managing Director
Pip Smart Revolver / Will O'Rourke Executive Producer
Jasmin Helliar Revolver / Will O'Rourke Executive Producer
Isabella Vitelli Revolver / Will O'Rourke Producer
Sam Hobbs Freelance Production Designer
Martin Williams Freelance Art Director
Cameron Stanton Alien Proof Construction Construction Manager
Rod Schaffer Rod Schaffer Photography Stills Photographer
Martin Greer Martin Greer Colourist
Aaron Foster Freelance Freelance

Why is this work relevant for Media?

ANZ Bank has a history of creating its own media channels for its Sydney Gay & Lesbian Mardi Gras sponsorship. In past years, ANZ utilised ATMS and branch space to communicate its pride message. This year, we broke new ground (literally). To reach LGBTIQ+ individuals living away from Sydney’s Oxford Street parade-route - we created an entirely new media. Transforming ‘other’ Oxford Street signs around the country into shimmering beacons of inclusion at a local community level. The campaign was further supported through social media, PR, ‘regular’ outdoor billboards and unique media innovations via Google Street View and Instagram Giphy.


As principal partner of Sydney’s Gay & Lesbian Mardi Gras, ANZ Bank has firmly established itself as a strong supporter of the LGBTIQ+ community through its annual Mardi Gras activations. In 2018, Sydney Mardi Gras celebrated Australia’s achievement of marriage equality and 40 years of LGBTIQ+ pride in Australia. Come 2019, sitting inside the Sydney Mardi Gras ‘pride-bubble’ (as we termed it), you could be forgiven for thinking the ‘job was done’ for LGBTIQ+ equality and there was nought left to do but embrace the celebration. But that would have been naive. Our campaign objective was to reinforce ANZ’s support for diversity and inclusion and broaden awareness for ANZ’s sponsorship of Mardi Gras. Acknowledging that we’d come a long way in regards to LGBTIQ+ rights, our brief was to focus on ‘the more to be done’.

Describe the creative idea/insights (30% of vote)

Discovering 'Oxford Street' in Sydney (the parade-route) was one of 123 Oxford Streets around Australia, our idea was to spread a little inclusion beyond Sydney to LGBTIQ+ individuals living away from the festival’s ‘pride-bubble’ - many of whom felt isolated and vulnerable. ‘Signs of Love’ saw the ambitious, overnight metamorphosis of ‘other’ Oxford Streets into beacons of pride and inclusion. In country towns across Australia, Oxford Street signs were transformed into shimmering, 3D sculptures, paying homage to familiar LGBTIQ+ icons, including: ‘We’re Not in Sydney Toto’ - an iconic rainbow. ‘Eternal Flame’- celebrating marriage equality. ‘Coming-Out’, - a unicorn ‘coming out’ in the bush. “Pink FlaminGo-Go’ - loved-up flamingo sailors. ‘Love-is-Love’ - a lovestruck heart. ‘‘I’m Spinning Around’ - tribute to gay icon Kylie Minogue’s song. ‘Turn the Party’ - a glittering winged stiletto. And a giant 123-sign Sydney sculpture pointing towards every other Oxford Street in Australia.

Describe the strategy (20% of vote)

If ANZ is to live up to its purpose ‘to help individuals and communities thrive’, then it’s essential, everyone be shown equal respect, no matter their gender, race, sexuality or ability. Our campaign strategy started with audience research to understand what LGBTIQ+ issue required ANZ’s rally for an equal future. Interviewing key members of the community, we heard story after story of the isolation and vulnerability felt “growing up gay in the bush”. Exploring this further in commissioned quantitative, we found 84% of LGBTIQ+ felt there were parts of Australia where it was unsafe to be themselves. And so we had our rally. From a media perspective, it was clear we needed to reach LGBTIQ+ individuals outside Sydney to call for an #equalfuture in their communities (both literally and online).

Describe the execution (20% of vote)

To maximise impact (and budget), we installed a large-scale hero sign in each state. A reconnaissance of 123 towns wasn’t feasible, so we turned to Google street-view - giving us another idea. What if Google captured new footage for our signs to live-on indefinitely? In an agency world-first, Google agreed -loaning us their cameras, stitching-in new footage and providing live 360-viewing access for the world to see. Multiple production teams were dispersed far-and-wide for a simultaneous overnight installation 1.5 weeks ahead of Mardi Gras. We then hosted regional media launches to unveil each sign to their local community, including the reveal of a giant ‘Sign of Love’ at Sydney’s Bondi Beach pointing to all 123 Oxford Streets. On the same morning, we posted a social video sharing ANZ’s ‘Signs of Love’ more broadly. And as a final touch, we created branded Giphy stickers inviting Oxford Streets the world-over to join-in.

List the results (30% of vote)

The story of Auntie Cece, from the country-town of Mittagong is our proudest result. Our idea was designed to reach LGBTIQ+ individuals isolated from the inclusion of Sydney’s Oxford Street. To let them know it was okay to be gay, or (in Auntie Cece’s case), transgender. When Mittagong’s sign was vandalised, Cece took to social media to speak out against the hateful act, publicly revealing she was transgender. Sadly, the sign was later stolen and two others vandalised - reinforcing the need for them in the first place. At a macro level the campaign delivered: 239 million impressions. 396 media hits across TV, Press, Radio and Online. 99% positive sentiment. Grew the awareness of ANZ’s Mardi Gras sponsorship efforts outside of Sydney by 78%. And successfully amplified ANZ’s inclusive reputation, increasing by 25% the belief that ANZ is a supporter of diversity and inclusion.


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