In the lead-up to the start of the 20s Campaign Brief nominates the campaigns that contributed to Australia being consistently ranked in the top 5 most awarded countries at global award shows throughout the decade.
ANZ was the principal partner of the Sydney Gay and Lesbian Mardi Gras 2014, and to show their support for diversity, the bank transformed central Sydney ATMs into dazzling GAYTMs turning the day-to-day activity of withdrawing money into a fabulous experience.
Created by Whybin\TBWA Group Melbourne, each unique GAYTM was inspired by gay and lesbian culture. The designs saw each ATM being bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur. From unicorns and drag queens to rainbows and tattoos, each GAYTM was a riot of colour and textures to celebrate the festival and show ANZ’s support for diversity.
As well as looking fabulous on the outside, selected ANZ GAYTM screens themselves were given a makeover to carry messages and well-wishes such as ‘Hello gorgeous’, ‘Cash out and proud’, and of course… ‘Happy Mardi Gras!’.
And to complete the experience, the GAYTMs dispensed rainbow coloured receipts.
Beyond simply joining the party, ANZ donated the ATM operator fees for non-ANZ cardholders from the GAYTMs to non-profit organisation Twenty10 for the duration of the campaign.
The campaign won the 2014 Cannes Lions Outdoor Grand Prix and was also named the ‘Best Direct campaign in the World for 2014’ by the Big Won and #1 ‘Best of Print/Outdoor/Design for 2014’ by Creativity-online.com. It went on to win many other international awards that year and the next.
Agency: Whybin\TBWA Group, Melbourne
Executive Creative Director: Paul Reardon
Creative Director: Damian Royce
Creatives: Tara Ford, Daniel Pizzato, Andy Lish
Digital Designer: Frieda Handoko
Executive Producer: Margot Ger
Production Assistant: Lauren Pell
Digital Producer: Mish Fabok
Production Company – Will O’Rourke:
Project & Artistic Director: The Glue Society (James Dive & Pete Baker)
Executive Producer: Michael Ritchie
Head of Projects: Josh Mullens
Project Manager: Mel Reardon
Account Service & Planning:
Regional Group Head: Mim Haysom
Group Account Director: Claire Tenzer
Account Manager: Alice McCormack
Head of Digital: Kimberlee Wells
Digital Planner: Scott Woodhouse
PR Agency: Eleven PR
PR Director: Rob Lowe
Account Director: Fiona Milliken
Senior Account Executive: Claire Verlander