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Category
Experiential Advertising / Installations
Annual ID
151175A
About the Work
ANZ Bank is one of Australia’s largest financial institutions. Since 2007 it has supported Sydney Gay and Lesbian Mardi Gras – one of the world’s largest marches for gay rights. Last year they became Principal Partner. We wanted people on Sydney’s streets to interact with the bank and help spread their message of diversity and inclusion – all in the fabulous, celebratory spirit of the modern Mardi Gras. So we transformed ATMs into GAYTMs. Ten GAYTMs, inspired by gay and lesbian culture, were installed on Sydney’s busiest streets for Mardi Gras. They were bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur. The GAYTM screens carried messages like ‘Hello gorgeous’. Rainbow receipts stated ‘Cash out and proud’. And operator fees were donated to LGBTI charity, Twenty10. Posters encouraged people ‘Join the Party’ at #GAYTM. The creation, installation and public reactions became short webfilms for Instagram, YouTube, Twitter and Facebook.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Whybin\TBWA Group Melbourne / South Melbourne
Production Company
Revolver/Will O'Rourke / Sydney
Chief Creative Officer
Scott Whybin
Creative Director
Damian Royce
Designer
Freida Handoko
Executive Creative Director
Paul Reardon
Producer
Michael Ritchie
Agency Producer
Margot Ger
Creative Team
Tara Ford
Daniel Pizzato
Andy Lish
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