Mardi Gras anticipation is running hot in Sydney right now. Participants are rehearsing their choreographies. Costumes are being made. Tickets are being sold for a top viewing sites and after-parties.
TBWA\Melbourne, Revolver/Will O’Rourke and ANZ are joining in, spreading the bank’s support for LGBTIQ+ inclusion again. This year, the annual campaign goes further than Inner-city Sydney.
Oxford Street signs across the whole of Australia have been transformed into magnificent Mardi Gras sculptures. The campaign is a response to the fact that 84% of LGBTIQ+ individuals believing there are still parts of Australia where they feel unsafe or isolated, according to a YouGov Galaxy Research report in February 2019. Mardi Gras’ celebration of diversity and commitment to social equality still needs to extend further than the Oxford Street Sydney parade.
There are 123 Oxford Streets throughout Australia – a clever find for TBWA\Melbourne, which has used some of the streets to present famous elements of LGBTIQ+ culture, from rainbows and love hearts to sailor flamingos and fiercely proud unicorns.
The campaign culminates in a massive 123-sign, 6-metre tall, 4-tonne Signs of Love sculpture standing at Sydney’s Bondi Beach – a fave Mardi Gras hot spot – to draw to ANZ’s push for an #equalfuture for LGBTIQ+ individuals across Australia.
Carolyn Bendall, head of marketing Australia, ANZ commented, “We’re letting everyone know that no matter how far from Oxford St Sydney you are, we’re supporting you as we strive for inclusive communities and an #equalfuture for all.”
ANZ is also working with Google to help display the street signs and artwork on Google Street View so people around the world can view the images of the installations.
TBWA\Melbourne commented, “As principal partners for Sydney Gay & Lesbian Mardi Gras, ANZ has a remarkable history of support for LGBTIQ+ inclusion and this year’s campaign is no exception. Everyone, no matter where they live, deserves to feel celebrated and included.”
The campaign is supported by an integrated PR strategy which reveals local signposts across Australia with popular entertainer, Courtney Act, and a number of other LGBTIQ+ influencers lending their voice to the initiative.
The installations are:
Sydney: Signs of Love, Bondi Park
Mittagong, NSW: Eternal Flame, Oxford St & Bourne Cl
Client: ANZ Australia
Production: Revolver/Will O’Rourke
Artists & Project Directors: The Glue Society
PR: Thrive PR
Media Partner: Google Australia
Media: PHD Media