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ANZ tells LGBTIQ community to #holdtight in new Mardi Gras campaign

ANZ bank has launched its new work for the Sydney Gay and Lesbian Mardi Gras with an ad featuring LGBTQI couples and their hesitance to to hold hands in public.

ANZ #holdtight

Created by TBWA, the ad sees different couples enjoying time together in public places holding hands, such as on buses, by the pool, near pubs and restaurants.

However, when other members of the community notice they are holding hands, they quickly pull away from one another.

A tagline at the end of the piece reads ‘When you feel like letting go, #holdtight’, aiming to promote ANZ’s support of equality.

As part of the launch, a twitter hashtag is running which transforms into two intertwined hands.

While the bank has been a supporter of The Sydney Gay and Lesbian Mardi Gras for the last 11 years, ANZ also sponsors the Auckland Pride Festival, and has done so for the last five years.

According to the ANZ website, the campaign, which will run throughout Australia and New Zealand, will offer attendees at the Sydney Mardi Gras and Auckland Pride Festival custom wristbands which will light up when people hold hands.

The bank’s ‘Hold Tight’ page also reports the return of the GAYTMs including two Oxford Street machines ‘holding tight.’

TBWA has been recognised in previous years for its work with ANZ Bank and Mardi Gras, last year transforming the entire Oxford St branch into a GAYNZ.

Credits:

  • Client: ANZ
  • Creative Agency: TBWA
  • TBWA\Melbourne:
  • Executive Creative Director: Paul Reardon
  • Creative Director: Tara Ford
  • Creatives: Tim Woolford. Scott Canning
  • Social Creative: Max Reed

Production:

  • Head of Broadcast: Margot Ger
  • Head of Integrated Production: Dave Keating
  • Content Director: Harrison Webster
  • Content Producer: Stephanie Leddin
  • Content Creator / Editor: Jesse Richards
  • Film Production Company: Revolver/Will O’Rourke
  • Director: The Glue Society’s Pete Baker
  • Managing Director/Executive Producer: Michael Ritchie
  • Executive Producer/Head of Projects: Josh Mullens
  • Producer: Jasmin Helliar
  • DOP: Geoffrey Simpson
  • Edit House: The Glue Society Studios
  • Editor: Philip Horn
  • Colourist: Christine Trodd
  • Online: Lee Sandiford
  • Music & Sound: Level 2
  • Composer: Michael Edwards

Wristbands:

  • Production: Clear Systems’ Tim Boss
  • GAYTM Production Company: Revolver/Will O’Rourke
  • Artistic, Design & Project Director: The Glue Society’s Pete Baker & Luke Nuto
  • Managing Director/EP: Michael Ritchie
  • EP/Head of Projects: Josh Mullens
  • Producer: Phoebe Marks
  • Production Designer: Sam Hobbs
  • Construction Manager/Art Director: Cameron Stanton
  • Scenic Artists: Andrea Davies, Alejandro Peque Martinez
  • Graphic Designer: Robyn Schremmer

Account Service & Planning:

  • Regional Group Head: Ricci Meldrum
  • Group Business Director: Claire Tenzer
  • Project Director: Amelia Van Veenendaal
  • Project Manager: Todd McLerie
  • Digital Planner: Paul Arena

TBWA\New Zealand:

  • Executive Creative Director: Christy Peacock
  • Creative Director: Karen Maurice O’Leary
  • Digital production: Farah Iqbal, Marianne Short
  • Group Business Director: Robyn Budd
  • Senior Account Management: Maike Blackman
  • Project Director: Ruby Soole
  • Head of production: Mark Paisey

Eleven PR:

  • Managing Director Melbourne: Fee Townshend
  • Managing Director Auckland: Angelina Farry
  • Senior Account Director: Louise Cargo
  • Account Director: Jade Glashoff
  • Senior Account Manager: Andrew Sanders
  • Account Manager: Samuel Levi
  • Senior Account Executive: Samantha Drummond
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