ANZ SIGNS OF LOVE

Grand Prix

Demo Film

Presentation Image

TitleANZ SIGNS OF LOVE
BrandANZ BANK AUSTRALIA
Product / ServiceBRAND SPONSORSHIP
CategoryE03. Special Build
EntrantTBWA\MELBOURNE, AUSTRALIA
Idea Creation TBWA\MELBOURNE, AUSTRALIA
Media Placement REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Media Placement 2 PHD Sydney, AUSTRALIA
PR TBWA\MELBOURNE, AUSTRALIA
PR 2 THRIVE PR + COMMUNICATIONS Melbourne, AUSTRALIA
Production TBWA\MELBOURNE, AUSTRALIA
Production 2 REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Additional Company ANZ Melbourne, AUSTRALIA

Credits

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
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

Write a short summary of what happens in the ambient or digital execution or campaign.

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.

Cultural/Context information for the jury

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 campaigns. Australia is a huge country - 7.692 million square kilometres to be precise. And while Sydney’s Oxford Street Mardi Gras parade is full of love and respect for diversity, it can get pretty rough and redneck when you stray into the outback or head out to the Australian bush. Reinforcing this disparity, ANZ research found 84% of the community felt parts of Australia were actually unsafe for them. So we took some Mardi Gras love to the country, Fabulous street signs popped up overnight across the country - from small seaside ports and tiny bush towns to remote rural townships and regional centres - with six installation teams and film production units covering thousands of miles.

Links
Supporting Webpage