In their 8th year supporting the Sydney Gay and Lesbian Mardi Gras, sponsor and partner banking group ANZ celebrated by turning 10 ATMS into GAYTMs and are donating the ATM operator fees for non-ANZ cardholders to non-profit organization Twenty10 for the duration of the campaign.
The GAYTMs even dispense rainbow receipts:
Created by Whybin\TBWA Melbourne, each of the ten GAYTMs is decked out with a different theme and located around Sydney, Bondi Junction, Darlinghurt and Surry Hills.
Hello Sailor:
Location: 81 Oxford St, Darlinghurst
Mo'Town:
Location: 242 Pitt St, Sydney
Pink Ink:
Location: 410 Oxford St, Bondi Junction
Party People:
Location: 205 Castlereagh St, Sydney
Equal Love:
Location: 205 Castlereagh St, Sydney
Drag It Up:
Location: 81 Oxford St, Darlinghurst
Pride:
Location: 242 Pitt St, Sydney
Unicorn Dream:
Location: 388 George St, Sydney
Denim Darling:
Location: 543 Crown St, Surry Hills
Go Wild:
Location: 388 George St, Sydney
The Sydney Gay and Lesbian Mardi Gras is a non-for profit member based organization responsible for putting together the annual Parade and Festival, as well as a number of other events throughout the year. ANZ has been a major sponsor since 2007, with their recently announced three year Principle Partnership taking them to their 10 year anniversary supporting the event.
The press release:
ANZ Bank transforms ATMs into GAYTMs for Sydney Gay and Lesbian Mardi Gras
MELBOURNE, AUSTRALIA – Monday February 24, 2014 – ANZ is proud Principal Partner of the Sydney Gay and Lesbian Mardi Gras 2014. To celebrate, they’ve transformed central Sydney ATMs into dazzling GAYTMs to show their support for diversity and turning the day-to-day activity of withdrawing money into a fabulous experience.
above: GAYTMs in situ
Created by Whybin\TBWA Melbourne, each unique GAYTM has been inspired by gay and lesbian culture. The designs see 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 is a riot of colour and textures to celebrate the festival and show ANZ’s support for diversity.
above: installing the Hello Sailor GAYTM
As well as looking fabulous on the outside, selected ANZ GAYTM screens themselves have been 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 will dispense rainbow coloured receipts.
Beyond simply joining the party, ANZ is donating the ATM operator fees for non-ANZ cardholders from the GAYTMs to non-profit organisation Twenty10 for the duration of the campaign.
“ANZ’s GAYTMs are a fun and colourful way of bringing our ATMs out to celebrate diversity and show our support for one of Australia’s largest festivals,” said Carolyn Bendall, Head of Australia Marketing ANZ.
She added, “ANZ has been a major sponsor and participant of the Sydney Gay and Lesbian Mardi Gras since 2007, recently announcing a further three year commitment as inaugural Principal Partner.”
CREDITS:
Client: ANZ
Creative Agency: Whybin\TBWA Melbourne
Creative:
Executive Creative Director: Paul Reardon
Digital Creative Director: Damian Royce
Creatives: Tara Ford, Daniel Pizzato, Andy Lish
Digital Designer: Frieda Handoko
Production:
Executive Producer: Margot Ger
Producer: 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:
PR Agency: Eleven PR
PR Director: Rob Lowe
Account Director: Fiona Milliken
Senior Account Executive: Claire Verlander
Cash out and proud at ANZ