ANZ and Whybin\TBWA in Australia-wide online search to place ‘The only GAYTM in the village’
To celebrate ANZ’s Principal Partner sponsorship of Sydney Gay and Lesbian Mardi Gras, ATM’s in central Sydney will once again be transformed into dazzling GAYTMs.
But this year, they’re going one better. One ANZ ATM somewhere in Australia will also become a GAYTM for Mardi Gras. It will become ‘The only GAYTM in the village.’
Created by Whybin\TBWA Group Melbourne, this idea spreads ANZ’s message of diversity and inclusion a step further by opening up the campaign to the whole of Australia. It also utilises ANZ’s expansive network of branches and ATMs around the country.
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 the Australian 2015 GAYTMs. Design details cannot be revealed at this time, but, rest assured, it will be utterly fabulous.
Once again, ANZ is donating ATM operator fees for non-ANZ cardholders from its GAYTMs during the festival to Twenty10. While, ATM operator fees from ‘The only GAYTM in the village’ will be donated to a charity near its location. So, a little bit of Mardi Gras razzle-dazzle will come to town, along with the opportunity for ANZ to contribute further towards supporting the community.
This year 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. The campaign was run out of Whybin\TBWA Auckland.
6 Comments
Flogging a dead horse. A dead, stereotypically-drawn gay horse. #puntastic
Not sure if it’s a particularly Australian thing, but there’s an obsession in adland with doing a campaign one year and then dumping it the next year for something newer and “fresher”. Rather than building something long-term.
Whether or not you love the #puntastic quality of this work or not, I applaud the team for evolving the idea rather than starting from scratch. Which I’m sure they could have done. It shows a discipline, that’s rarely exercised.
It’s kind of a philosophy that impacts everything in advertising and the speed with which we discard things that aren’t new and shiny.
Perhaps it’s because most high profile work is so one-off, executional or ineffective in the first instance that there is no room or point for evolution.
There are exceptions of course, but where’s the next phase of Remote Control Tourist, for example?
Missed a real trick there. Only gaytm in the village should be the village with the least votes.
Then you could have put a real atm in a tiny town that doesn’t have one (can think of several).
Great work ANZ and the team at Whybin for perpetuating a fun and unique campaign. Personally @ Meeow I find this to be a heap more interesting and impactful than all of the other hipster-lensed BS we’re subjected to all day long from other brands. ANZ, can we please see more of this and less Simon Baker perhaps?
Great work ANZ and the team at Whybin for perpetuating a fun and unique campaign. Personally @ Meeow I find this to be a heap more interesting and impactful than all of the other hipster-lensed BS we’re subjected to all day long from other brands. ANZ, can we please see more of this and less Simon Baker perhaps?
Yeah voting to put a gaytm into a town that doesn’t have an atm would’ve been cool.