2016 will be ANZ Australia’s 10th year as a sponsor of the Mardi Gras, and its third year of Whybin\TBWA’s GAYTMs. So this year, the whole of ANZ Oxford Street, Darlinghurst is supporting LGBTI culture in mardi gras style – wildly, ornately, Hollywood Regency-style dressed up. There are 16 hand-painted murals, a floral arch, ornate tropicana decorations and the marble floor as well as two new GAYTMs.Whybin\TBWA’s aim was to support the playfulness, flamboyance and fun of Mardi Gras.
Four GAYTMs have also been returned to the ANZ’s George Street and Pitt Street branches. Again this year, ATM operator fees for non-ANZ cardholders from GAYTMs will be donated to Twenty10, a not-for-profit organisation working with and supporting people of all genders and sexualities as well as their families and communities.
“Diversity, inclusion and respect is an important part of what we do at ANZ so we are particularly proud of our partnership with Mardi Gras, which started because our staff passionately believed in supporting the cause 10 years ago, noted Mark Hand, chair of ANZ’s Australia division diversity council.
ANZ GAYTMs have been widely applauded, here and overseas, in the new media, the trade press, advertising awards and among the general public. Of course, they are always those who either don’t like or misunderstand companies’ supportive intentions. Last year in New Zealand, the ANZ branch in Ponsonby Auckland was vandalised with pink paint by a gay rights group that condemned the bank for cashing in on LGBTI’s struggles.
The ANZ Bank is also collaborating with Twitter to develop a rainbow-coloured flag emoji which will appear from midday February 22 whenever #GAYNZ accompanies a tweet.
230 ANZ staff, family and friends have already stated that they plan to march in the Mardi Gras Parade.
Credits
Client: ANZ Creative
Agency: Whybin\TBWA Melbourne
Executive creative director: Paul Reardon
Creative directors: Tara Ford & Daniel Pizzato
Creatives: Tim Woolford & Scott Canning
Senior producer: Janine Wertheim
Production company: Will O’Rourke:
Artistic, design and project directors: James Dive & Pete Baker (The Glue Society)
Managing director/executive producer: Michael Ritchie
Executive producer/head of projects: Josh Mullens
Producer: Jasmin Helliar
Production manager: Phoebe Marks
Production designer: Sam Hobbs
Art director: Sam Wilde
Construction manager: Cameron Stanton
Scenic painters: Andrea Davies, Bill Undery, Mark Dixon, Rosalind McKelvey Bunting, Colin Richards, Jo Allsop Graphic
Designer: Robyn Schremmer
Account service and planning: Regional Group
Head: Ricci Meldrum Group
Business director: Claire Tenzer
Account manager: Emily Gray
Account executive: Jack Clemenger
Digital planner: Paul Arena
