Penny Tration (centre) and friends pose in front of ‘GAYTMS’ at the ANZ bank in Oxford Street in Darlinghurst. Photo: JENNY EVANS GAYTMs
Ten bedazzled ATMs that were part of ANZ’s sponsorship of Sydney’s Gay and Lesbian Mardi Gras took out one of the top honours at the annual Cannes Lions Festival advertising awards.
The bank’s GAYTM campaign won a Grand Prix award in the Outdoor category at a ceremony held in France overnight.
“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 said.
Bedazzling ordinary ANZ ATMs with rhinestones, sequins, studs, leather and fur during the Sydney Gay and Lesbian Mardi Gras, Whybin \ TBWA Group’s colourful work received awards in both the “Promo and Activation” and “Outdoor” categories.
Outdoor Grand Prix award jury president Jose Miguel Sokoloff said that the ANZ GAYTMs campaign was so popular that even a juror from a competing agency voted for it.
Australia received a total of five Lions in the “Promo and Activation” category with one gold, two silvers and two bronze prizes.
All bar one of the agencies involved were from Melbourne.
Grey Agency Melbourne won a Gold Lion for “Ungiven Gifts” campaign and a Bronze Lion for “Wipe off 5”. Both pieces were part of work done for the state’s Transport Accident Commission.
“Ungiven Gifts” aimed to remind Victorian drivers to drive safely during the Christmas period with the message that a lot of gifts would not be given those who lost their lives on Victorian roads.
An installation was created and displayed at the State Library in Melbourne with all gifts sprayed a ghostly white to highlight the sense of loss.
Photos and messages from the installation were shared online. This, combined with coverage through traditional media, helped expose 3.5 million people to the campaign. At the end of December 2013, Victoria had its lowest road toll in 90 years.
Other Australian agencies to receive Lions in the “Promo and Activation” category were Clemenger BBDO Melbourne and George Patterson Y&R Brisbane, which both won silver. and Whybin \ TBWA Group Melbourne with a bronze.
The festival of creativity runs from 15 to 21 June, includes 12 000 people from 94 countries and this year will see workshops and seminars conducted by business people and celebrities such as Bono, Twitter CEO Richard Costolo and Jonathan Ive from Apple.