ANZ’s GAYTMs: back and shinier than ever
Over the last five years, ad agency TBWA\Melbourne, art and directing collective The Glue Society and production company Will O’Rourke have helped ANZ Bank celebrate Sydney’s Gay and Lesbian Mardi Gras and LGBTIQ culture by applying masses of glitter, fur, leather and denim to everyday ATMs. This year’s design takes things up a notch
Though occasionally attracting criticism for stereotyping, the GAYTM project has been widely praised. Brands jumping on the Pride bandwagon are a familiar sight these days but five years ago, when the ANZ bank first started supporting Sydney’s Gay & Lesbian Mardi Gras, not so much.
This year’s Mardi Gras (on March 3) is the first since Australia’s yes vote on marriage equality was finally approved, so the team took the opportunity to push things even further than previous efforts.
The Glue Society has designed sculptural prisms made of 3M Dichroic Film that frame the ATMs and project rainbow light onto the street.
The forms were hand-sculpted from the film, set in resin and then lit from within.
Credits
Artistic, Design & Project Director: The Glue Society
Experiential Production Company: Will O’Rourke
Creative Agency: TBWA\Melbourne:
Chief Creative Officer: Paul Reardon
Creatives: Magnus Flynn. Olivia Romas
Head of Art: Eric Benitez
Client: ANZ
