ANZ gets into the groove for Sydney Mardi Gras 2021
ANZ has launched its annual Mardi Gras-inspired campaign via Revolver, The Glue Society and TBWA Melbourne.
The two-minute piece launched today ahead of the 2021 Sydney Gay and Lesbian Mardi Gras Parade this Saturday, featuring a series of solo dancers from the ANZ Pride Network and LGBTIQ+ community.
Filmed in the Hordern Pavilion in Sydney, the home of the annual Parade afterparty (which will this year take place in the Sydney Cricket Ground this year), the clip features a series of solo dancers from the ANZ Pride Network and LGBTIQ+ community.
The Glue Society has been creative partner for the ANZ Mardi Gras campaigns via TBWA Melbourne every year since 2014 – from the first GayTM’s to the GayNZ bank transformation, Signs of Love, Hold Tight and #LoveSpeech campaigns – and this year’s Hordern Pavilion film project.
The film is described as a “celebration” for all those who cannot be in Sydney this year to attend the annual parade due to travel restrictions.
The Glue Society director, Pete Baker, who has led every one of these campaigns, stated: “Every year, we aim to provide a new dimension to the bank’s sponsorship of Mardi Gras, demonstrating their support of the LGBTIQ+ Community. And this year, the opportunity to film individuals dancing on their own but together within the four walls of the Hordern felt like a profound and appropriate gesture.”
As a principal partner of Sydney Gay and Lesbian Mardi Gras, ANZ is donating $100,000 to Qlife, an LGBTIQ+ support service which saw a 58% increase in the number of people wanting to access its telephone and web services during the second half of 2020 and a 31% increase in calls from people who said they had experienced feelings of “isolation” and “loneliness”.
ANZ group executive, Australia retail and commercial banking, Mark Hand, said: “We are really pleased to support QLife so they can continue to provide this essential service to our LGBTIQ+ communities. Organisations such as QLife are making a real difference when it comes to bridging the gap between isolation and connection.
“Mardi Gras is a time to unite and celebrate – whether you’re at the Sydney Cricket Ground this year or dancing in your living room – and we want the LGBTIQ+ community to know they are always supported and never alone.”
Last week Bonds launched its Mardi Gras themed ad, which similar to ANZ featured a music-video like selection of members of the community dancing to ‘I Feel Love’ from Australian musician and member of the LGBTQIA+ community, Mo’Ju.
Credits
Client – ANZ
Agency – TBWA/Melbourne
Direction – The Glue Society
Production – Revolver
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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