ANZ: GAYTMs

ANZ had sponsored the Sydney Gay and Lesbian Mardi Gras since 2007, but sponsorship alone is a logo on a banner. The challenge was to demonstrate genuine commitment to the LGBTQ+ community in a way that felt unmistakably like ANZ.

A bank's most iconic touchpoint is its ATM. Rather than running a campaign about diversity, ANZ could transform the most mundane transaction in banking into an act of celebration, making their support impossible to ignore and impossible to fake.

Turn ANZ ATMs into GAYTMs. Each machine bejewelled by hand in rhinestones, sequins, studs, leather and fur. Screens greeted customers with "Hello gorgeous" and "Cash out and proud." Rainbow receipts dispensed. ATM fees donated to Twenty10, a charity supporting LGBTQ+ youth.

62 million media impressions across 70 countries and 100+ articles. Every commercial TV channel in Australia covered it. Sydney tour buses were re-routed to pass the GAYTMs. The first rainbow receipt roll lasted one hour. Cannes Lions Outdoor Grand Prix. Best Direct Campaign in the World (Big Won, 2014).