Bank in Australia transforms its ATMs into GAYTMs to celebrate gay pride.
ANZ, a long-time sponsor of Sydney Gay and Lesbian Mardi Gras, celebrates the event and the LGBTI community by turning its cash-dispensing machines into bold symbols of diversity, inclusion, and respect.
“We wanted to do something special to celebrate ANZ’s becoming principal partner of the Sydney Mardi Gras and to show our support for diversity and the LGBTI community. ATMs are a key touch point between us and our customers, so we’ve transformed the experience of getting cash out into something fun and in the spirit of the Mardi Gras festival,” says Carolyn Bendall, head of Australian marketing for ANZ.
The creative idea was developed by ANZ’s lead advertising agency Whybin/TBWA Melbourne, and the agency brought in The Glue Society to create the GAYTMs. “We decided early in the piece that the GAYTMs had to be as fabulous as the Mardi Gras itself, both in design and execution,” Bendall says.
The construction of the GAYTMs took approximately 2,500 hours. “The artists created a mold designed to fit each ATM that they then used to fabricate an acrylic shell. All of the rhinestones, fur and other materials were affixed to this shell, which was then fitted onto each ATM,” Bendall explains.
A notable factoid: More than 620,000 rhinestones were affixed to the machines.