GAYTMs grabs Grand Prix for ‘pure outdoor’ at Cannes
GAYTMs
The ANZ GAYTM campaign by Whybin\TBWA Melbourne has grabbed the Grand Prix in the Outdoor category of Cannes, being described as a “pure outdoor” campaign by jury president Jose Sokoloff.
Outdoor is one of the most competitive and wide-ranging categories in Cannes taking in a range of ambient and non-traditional campaigns such as a book which the pages act as a water filter.
Jose Sokoloff, president of the jury and head of Lowe’s global creative council said: “This one we chose because it’s important, its brave, because it’s not necessarily very large but it became very large, and it was pure outdoor.”
As a gay person, I run the risk of being very unpopular with my view.
What happens if you don’t have a problem with people who are gay but don’t want to be subjected to the promotion of an alternative lifestyle in such an overt way when you go to pull out your money? Imagine it if was a MUSLIM-TM or a HINDU-TM or STRAIGHT-TM.
I think there is a problem when banks use their shopfronts to promote anything other than themselves. Where will it stop … one day Jehovah Witness people handing out their tracts at ATMs the way they do at train stations?
If it’s OK for us to promote ourselves do loudly in this way, then what’s to stop religious groups forcing a backlash? I don’t want their stuff rammed down my throat and think we should think twice about how we go about sharing who we are and what we’re about.
But being gay isn’t a religion…it’s how you’re born. You choose religion, you don’t choose to be gay.
Hi
Didn’t St George also do Gaytms this year? How can ANZ own the idea?
TV Viewer – this was a campaign that was done as part of Mardi Gras and in the gay hub of Sydney. ANZ didn’t roll this out to their entire network of ATMs.
This is a good example of an organisation getting into the spirit of an event or activity and showing that they also support their community.
I find it weird that for someone who is gay that you speak of it being an ‘alternative lifestyle’. It really shows that just because you are gay doesn’t automatically make you an authority on all things gay.
I’m not gay but isn’t this work just reinforcing old stereotypes around the gay population, rather than being particularly insightful for the target market?
Interested in a LGBT perspective?
I really liked the GAYTMs I even used them to take money out and to hell with the fee from my own bank 😉
As one of several brand initiatives around Mardi Gras time I thought this one really stood out. Durex were another sponsor this year and I liked their idea of embracing the promotion of same-sex relationships as part of their initiative http://macarthursmutterings.wo.....-love-sex/
Will be interesting to see what is done next year
TV viewer – ANZ were proud sponsors of the Mardi Gras – which is bright bold and colourful – I think it’s pretty appropriate given the context of the festival – you’ll note they were only up for the lead up and during the event.
Joyness – I hardly think you can compare St George’s out of the way ATMs put up in the days after ANZ’s GAYTMs went up to what ANZ did. If you think sticking a half baked sign up saying GAYTM was what won the award perhaps work in a different industry. Why it won was the design, execution, ongoing support of Mardi Gras, integration with screen messages, designed receipts, fees going to an LGBTI charity, amazing PR, website and all the rest.
As someone from the US, I thought Aussies were cooler and more progressive than we were. To call being born LGBTT an “alternative lifestyle” is such a 1980s mentality. So glad the judges were not caught in the time warp (unless it was in a Tim Curry dancing way!)