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Integration

Silver Winner

Entrant: Whybin\TBWA Group Melbourne, Melbourne

ANZ Bank
"ANZ GAYTMs"

Corporate Name of Client: ANZ
Head of Client Services: Emma Bullen
Agency Account Supervisor: Claire Tenzer
Account Manager: Alice McCormack
Planner: Scott Woodhouse
Agency: Whybin\TBWA Group Melbourne, Melbourne
Chief Creative Officer: Scott Whybin
Executive Creative Director: Paul Reardon
Creative Director: Damian Royce
Copywriter: Tara Ford
Art Directors: Daniel Pizzato/Andy Lish
Executive Agency Producer: Margot Ger
Agency Producer: Lauren Pell
Production Companies: Revolver/Will O'Rourke
Executive Producer: Michael Ritchie
Digital Producer: Mish Fabok
Digital Designer: Frieda Handoko
Project & Artistic Director: James Dive/Pete Baker (Glue Society)
Head of Digital: Kimberlee Wells
PR Director: Rob Lowe (Eleven PR)
Head of Projects: Josh Mullens
Project Manager: Mel Reardon
Media Agency Company: PHD, Melbourne
PR Agency Company: Eleven PR, Sydney

Description of the Project:
ANZ Bank is one of Australia’s largest financial institutions. Since 2007, ANZ has supported the Sydney Gay and Lesbian Mardi Gras — one of world’s largest marches for gay rights. This year they became the event’s Principal Partner. 
 
We were looking to do something fun, meaningful and relevant for ANZ’s banking brand. We wanted people on Sydney’s streets to interact with the bank and help spread their message of diversity and inclusion — all in keeping with the fabulous, celebratory spirit of the modern Mardi Gras.   

So we transformed central Sydney ATMs into dazzling GAYTMs.

Ten unique GAYTMs, inspired by gay and lesbian culture, were installed on Sydney’s busiest streets for three weeks surrounding the Mardi Gras. Bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur, each GAYTM was a riot of colour and textures to celebrate the festival and show ANZ’s support for diversity.

The display screens on the GAYTMs were changed to carry messages such as ‘Hello gorgeous’ and ‘Happy Mardi Gras!’.

The GAYTMs also dispensed rainbow coloured receipts with the message ‘Cash out and proud’. And during the campaign, ANZ donated all GAYTM operator fees to non-profit Gay and Lesbian charity organisation, Twenty10.

The creation, installation, and delighted public reactions to the GAYTMs became short webfilms. Content was then uploaded to Instagram, YouTube, Flickr, Twitter and Facebook.