ANZ prepares for Mardi Gras with Oxford Street ‘Signs of Love’ campaign across Australia
ANZ bank has extended its long-running link with Sydney’s Mardi Gras festival by transforming signage for Oxford Streets across Australia.
In the campaign masterminded by creative agency TBWA\Melbourne and production house Revolver/Will O’Rourke, eight of the 123 Oxford Streets across the country have has Mardi Gras sculptures installed. There is at lease one installation in every state.
ANZ is principal partner for Mardi Gras, which celebrates LGBTIQ+ inclusion and centres on Sydney’s Oxford Street.
The message behind the geographically diverse campaign is aimed at highlighting that many individuals who identify as LGBTIQ+ say there are parts of Australia where they feel unsafe.
The centrepiece of the campaign is a six metre tall structure at Bondi Beach with signs pointing to the 123 Oxford Streets.
“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”, said ANZ marketing head Carolyn Bendall in a press release.
The installation locations:
- Sydney – ‘Signs of Love’, Bondi Park.
Mittagong, NSW – ‘Eternal Flame’, Oxford St & Bourne Cl.
Deep Lead, Vic – ‘Coming Out’, Oxford St & Battery Rd.
Rockhampton, Qld – ‘Pink FlaminGo-Go’, Oxford St & Talford Street.
East Launceston, Tas – ‘Love is Love’ Oxford St & Abbott St.
Bunbury, WA – ‘I’m Spinning Around’ Oxford St & Austral Pde.
Port Pirie, SA – ‘Turn the Party’, Port Pirie Regional Tourism and Arts Centre.
Berry Springs, NT – ‘We’re Not in Sydney Toto’ Oxford Rd & Cox Peninsula Rd.
The Mardi Gras Sydney parade takes place on Saturday March 2.
Credits:
- ANZ Australia
- TBWA\Melbourne
- Revolver/Will O’Rourke
- Thrive PR
- Google Australia
- PHD Media
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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This is Gold! I love this. Well done TBWA and Will O’Rourke. Never thought you could top GAYTMS – but this is next level.
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I do love this. Amazing work to all involved.
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You did it again! Bravo team!
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Absolutely love this. What a beautifully creative way to tackle the insight!!!!
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umm I am not so sure, happy for them to be a major Sydney event such as Mardi Gras. However, along with their industry a decade of dubious integrity to farmers, homeowners, small business owners, and customers generally, is this the best way to put your head above the parapet?
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Yes, a few colourful street signs will make gay people across the country feel safer. Is this a joke? There is nothing ‘mastermind’ about this campaign at all.
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Great idea … but …
I loved the Bondi Beach sculpture but when you look at some of the locations such as Umina Beach, Bulimba (I stopped after the first two I could read) it appears as though ANZ’s “striving for inclusive communities” stops with an ATM but no-one in a branch to discuss banking with.
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