Whybin\TBWA rolls out ‘The only GAYTM in the village’ for Sydney Gay & Lesbian Mardi Gras
To mark ANZ’s principal partnership of the Sydney Gay and Lesbian Mardi Gras, ATMs (automated teller machines) in central Sydney will be transformed into GAYTMs.
Created by Whybin\TBWA Group Melbourne, this year, the campaign will involve communities outside of Sydney. One ANZ ATM somewhere in Australia will also become a GAYTM for the Mardi Gras festival. It will become ‘The only GAYTM in the village’.
This new idea spreads ANZ’s message of diversity, respect and inclusion a step further by opening up the campaign to the whole of Australia.
People can vote via the fun ‘The only GAYTM in the village’ website until February 20. The location with the most votes wins. It’s that simple. Then in the first week of March the winning town will wake up with their very own GAYTM, installed under the cover of darkness.
The ATM will get the full makeover, in a new intricate style to be used for all ANZ’s GAYTMs in Australia during this year’s Mardi Gras festival.
ANZ will donate the ATM operator fees for non-ANZ cardholders from its GAYTMs during the festival to Twenty10, a not for profit organisation working with and supporting people of diverse genders, sexes and sexualities, their families and communities. ATM operator fees for ‘The only GAYTM in the village’ for non-ANZ cardholders will be donated to a charitable organisation near the location with the most votes.
So, a little bit of Mardi Gras euphoria will come to town, along with the opportunity for ANZ to contribute further towards supporting the community.
In addition, ANZ has also taken GAYTMs to New Zealand for their sponsorship of Wellington’s Out in the Park and Auckland’s Pride Festival. Local artist Reuben Paterson was commissioned to design a GAYTM with a Kiwi spin.
Creadits:
Client: ANZ
Creative Agency: Whybin\TBWA Group Melbourne
Creative:
Executive Creative Director: Paul Reardon
Creatives: Tara Ford. Daniel Pizzato
Lead Designers: Pat Sofra, Frieda Mason
Design & Animation: Ray Jeremiah, Ben Hall
Programatic Animation: State Empire
Production:
Executive Producer: Margot Ger
Producer: Lauren Pell
Head of Digital Production: David Keating
Will O’Rourke:
Direction: The Glue Society (James Dive & Pete Baker)
Managing Director / EP: Michael Ritchie
Head of Projects: Josh Mullens
Project Manager: Melanie Reardon
Production Designer: Sam Hobbs
3D Previsualisation: Jarrod Lamshed
Construction Manager: Cameron Stanton
Account Service & Planning:
Regional Group Head: Ricci Meldrum
Group Account Director: James Bilaver
Account Manager: Alice McCormack
Head of Digital: Kimberlee Wells
Digital Planner: Paul Arena
