ANZ’s Mardi Gras “gAyTMs” win prestigious international award
ANZ say their win of a prestigious global marketing award for a bespoke collection of bejewelled Mardi Gras ATMs celebrates “diversity, inclusion and respect.”
The Melbourne-based bank won a Grand Prix award at the prestigious Cannes Lion marketing festival for their innovative gAyTM campaign.
The campaign, part of ANZ’s sponsorship of Sydney Gay and Lesbian Mardi Gras, saw cash machines around Sydney receive a temporary makeover featuring candy stripes and bright red lips made from colourful rhinestones, sequins and fun fur.
The pimped-up ATMs were located in Sydney’s CBD, Darlinghurst and Bondi Junction and quickly became a favourite spot for a photograph.
“We’re very pleased that this flagship campaign celebrating diversity, inclusion and respect has been recognised at such a prestigious event, particularly considering the global brands that were also shortlisted,” ANZ managing director of marketing Matt Boss was reported as saying on Fairfax Media.
Remaining in place for the month of Mardi Gras all operator fees for non-ANZ cardholders going to youth support organisation Twenty10.
However, despite their popularity, some of the ATMs came to a sticky end with two on Oxford St having their covers ripped off the day before they were due to be removed.
ANZ were recently cited as the fifth-best Australian employer for LGBTI people at the Pride in Diversity awards.
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