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.
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.
https://www.youtube.com/watch?time_continue=23&v=kE8YLs-_SR8
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
This wrong thinking of pullinv my business from anz
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Anz should be looking to help customers not this nonsense
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I’d say being inclusive and non-discriminative is a big deal to many of ANZs customers and employees, so maybe not nonsense.
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I’d say being inclusive and non-discriminative is a big deal to many ANZ customers and employees, so maybe not nonsense.
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How are the people dipicted in the ad not ‘customers’? I think what you actually meant to say was “I dont want my bank wasting their money talking about all this gay stuff when they should be helping handworking knuckle draggers like me”. Newsflash genius, they can do both.
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I think its fantastic that a brand like ANZ is bringing an issue like this to peoples attention. To those naysayers who’ve commented previously(presumably hetrosexual), I’m sure Trump will open his own bank soon, and I’d bet that it would align with your values.
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Yet another example of overweening PC-driven virtue signalling. Shareholders & customers aren’t fooled by feel good hashtag campaigns. They want the basics – customer service, a banking platform that doesn’t crash and competitive interest rates. This stuff is irrelevant
But it does allow ANZ to tick the Diversity/Inclusiveness box in their annual CSR reports which no one reads.
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Personally, I love this and what it depicts is on point. To have an organisation of ANZ’s stature present this message as part of an ongoing program of work is really important to me as an individual and as a customer of many years. From a comms perspective, it also talks to a community segment who often isn’t spoken to directly, so is important in that regard as well.
Lastly, lots of small-minded people who seem to forget they have to pay ANZ for providing a service, are angry that ‘their’ money has been used to fund this work; ANZ’s handling of this on social media has been really well done.
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I am a straight ANZ customer and I love this campaign. It makes me happy to bank somewhere that believes in diversity and celebrates cultural issues. There should be more brands like it.
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So ANZ bank been supporting this mardi gra event for 10/11 years which I am a ANZ bank member. On what “basis” does a “money bank” become a promoter of sexual morality ? I now presume if ANZ are going to be consistent about this one will they be willing to be consistent with all the other minority life styles out there with equally promoting ?
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What has a bank like ANZ got to do with morals when they receive my cash over the counter ? What ANZ think is irrelevant in it’s monetary transaction in regard to life styles in public or private. This is simply a marketing scam for customers. (By the way “anonymous” don’t presume this one is hetro as well. Coming from that gay side it ain’t what you all think it is,it’s a confused life style and it’s not from homophobic) .
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