ANZ Bank’s award-winning GAYTM campaign is back again this year as the bank renews its partnership with Sydney’s Gay and Lesbian Mardi Gras festival.
The campaign created by Whybin\TBWA Melbourne sees ATMs around Sydney decorated using colours, patterns and jewels inspired by LGBTI culture.
This year the campaign will see one Australian town awarded their very own GATYM during Mardi Gras. Australians can vote for the location they would like to see host ‘The only GAYTM in the village’ by visiting the ANZ Facebook page or on the campaign’s website.
Mark Hand, chair of ANZ’s Australia Division Diversity Council, said: “Building an inclusive culture at ANZ is not just important to our staff, but to our customers and the communities in which we work, so we’re very proud to be able to mark our ninth year of sponsorship and the second year as Principal Partner by bringing back GAYTMs.
“It’s very exciting to bring a new element to the GAYTM campaign this year by involving not just Sydney but communities across Australia. It gives Australians far and wide a chance to show their support for diversity and also to celebrate Mardi Gras.”
Last year the campaign picked up two Silver PR Lions and the Grand Prix in Outdoor at the Cannes Lions. The campaign also picked up a gold Clio in the innovative media category, a Gold in the outdoor category and a Bronze in the PR category. It also took home a Gold in the PR category at last year’s Spikes Asia.
All GATYMs will print rainbow coloured receipts and selected ATM screens in Sydney’s CBD will carry messages of support for the festival. The GAYTMs will be unveiled later this month with new individual designs.
ANZ is donating ATM operator fees for non-ANZ cardholders from its GAYTMs during the festival to Twenty10, a not-for-profit organisation working with and supporting people of diverse genders, sexes and sexualities, their families and communities. ATM operator fees from ‘The only GAYTM in the village’ will be donated to a charity near its location.
ANZ New Zealand has also recently revealed four GAYTMs to celebrate its partnership with Auckland’s Pride Festival and Wellington’s Out in the Park.
Last year two of the GAYTMs were vandalised in what was described as a homophobic attack.
The ‘Only GAYTM in the Village’ tagline is a reference to comedy show Little Britain, where a Welsh character constantly refers to himself as the ‘Only gay in the village’:
Australia’s representative on the Outdoor jury at Cannes last year Darren Spiller told Mumbrella at the time the campaign was a huge blow in the fight against the conservatism of some Australian brands, adding: “They lived the thing, it wasn’t something they put out and stepped back from, the things that were printed out had the same message on them, and then instead of taking the money from an audience that were going to go there then they donated it and they lived that dream.
“That’s what it was about. They walked the walk.”
- Creative agency: Whybin\TBWA\Group Melbourne
- Executive Creative Director: Paul Reardon
- Creatives: Tara Ford. Daniel Pizzato
- Lead Designers: Pat Sofra. Frieda Mason
- Design & Animation: Ray Jeremiah. Ben Hall
- Programatic Animation: State Empire
- Executive Producer: Margot Ger
- Producer: Lauren Pell
- Head of Digital Production: David Keating
- Will O’Rourke:
- Direction: The Glue Society (James Dive & Pete Baker)
- Managing Director/EP: Michael Ritchie
- Head of Projects: Josh Mullens
- Project Manager: Melanie Reardon
- Production Designer: Sam Hobbs
- 3D Previsualisation: Jarrod Lamshed
- Construction Manager: Cameron Stanton
- Account Service & Planning:
- Regional Group Head: Ricci Meldrum
- Group Account Director: James Bilaver
- Account Manager: Alice McCormack
- Head of Digital: Kimberlee Wells
- Digital Planner: Paul Arena