ANZ’s GAYTM campaign in 2014 took out one of the top honours at the Cannes Lions Festival advertising awards, winning a Grand Prix award in the Outdoor category. On behalf of the campaign, run by Will O’Rourke, The Glue Society and WHYBIN Melbourne, and in association with Sam Hobbs, Alien Proof Construction was commissioned to bring the GAYTM designs to life using vac-formed ATM moulds and affixing over 60kgs of bedazzling gems. In 2015, they were back at it, this time creating magic with multi-layered profile-cut Perspex and light boxes.
ANZ is getting its happy on for this year’s Sydney Gay and Lesbian Mardi Gras Festival, fitting out one of its branches with opulent decor fit for a queen.The banking giant has rebranded its Oxford Street branch as GAYNZ and converted the facade and interior into a baroque celebration of LGBTI culturewww.commercialrealestate.com.au
In 2017, ANZ’s Hold Tight campaign was created to celebrate same-sex relationships and driven by a number of unsuccessful attempts for marriage equality in Australia. It urged Australians to remain hopeful, which Facebook reported doubled the conversation around the topic on its site at the time. By Mardi Gras 2018, the marriage equality law had passed through parliament.
Inspired by a spinning carousel, the treatment created for the ATMs this year was a glorious embodiment of celebration at high speed…
In 2018, ANZ celebrated long-awaited marriage equality with the Signs of Love roll-out. This joyous campaign was deeply profound, too. With the slogan “All roads lead to Oxford Street”, ANZ commissioned flamboyant street signs that captured the effervescence of Mardi Gras celebration, and installed them all over Australia, reaching out to isolated communities and people who felt isolated further still because of their sexuality. From Port Pirie to Berry Springs, Rockhampton to Bunbury, from dirt tracks to industrial estates, Oxford Streets got a makeover…