Outdoor > Ambient & Experiential

SIGNS OF LOVE

TBWA\MELBOURNE / ANZ BANK / 2019

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film
Supporting Images
Supporting Images

Overview

Credits

Overview

Write a short summary of what happens in the digital or ambient execution or campaign.

‘Signs of Love’ saw a metamorphosis of Oxford Street signs into beacons of pride and inclusion for the LGBTIQ+ community living away from Sydney’s inclusive Oxford Street (and Pride March parade-route).

In rural towns, Oxford Street signs were transformed into shimmering, 3D street-sign sculptures, paying homage to LGBTIQ+ icons.

Berry Springs, Northern Territory:

‘We’re Not in Sydney Toto’ - an iconic rainbow in the desert.

Mittagong, New South Wales:

‘Eternal Flame’- celebrating marriage equality’s first anniversary.

Deep Lead, Victoria:

‘Coming Out’, - a unicorn ‘coming out’ in the bush.

Rockhampton, Queensland:

“Pink FlaminGo-Go’ - loved-up flamingo sailors.

Launceston, Tasmania:

‘Love is Love’ - a lovestruck heart.

Bunbury, Western Australia:

‘‘I’m Spinning Around’ - tribute to gay icon Kylie Minogue’s song by the same name.

Port Pirie, South Australia

‘Turn the Party’ - a glittering winged stiletto.

Bondi, Sydney:

a giant 123-sign sculpture pointing towards every Oxford Street across Australia.

Cultural/Context information for the jury

As principal partner of Sydney’s Gay & Lesbian Mardi Gras, ANZ Bank has firmly established itself as a strong supporter of the LGBTIQ+ community through its annual Mardi Gras campaigns.

Australia is a huge country. 7.692 million square kilometres to be precise. And while Sydney’s Oxford Street Mardi Gras parade is full of love and respect for diversity, it can get pretty rough and redneck when you stray into the outback or head out to the Australian bush. Reinforcing this disparity, ANZ research found 84% of the community felt parts of Australia were actually unsafe for them.

So we took some Mardi Gras love to the country. Fabulous street signs popped up overnight across the country - from small seaside ports and tiny bush towns to remote rural townships and regional centres - with six installation teams and film production units covering thousands of miles.

More Entries from Displays in Outdoor

24 items

Grand Prix Cannes Lions
NIKE DREAM CRAZY | COLIN KAEPERNICK

Retail

NIKE DREAM CRAZY | COLIN KAEPERNICK

NIKE, WIEDEN+KENNEDY

(opens in a new tab)

More Entries from TBWA\MELBOURNE

24 items

Gold Cannes Lions
SIGNS OF LOVE

Displays

SIGNS OF LOVE

ANZ BANK, TBWA\MELBOURNE

(opens in a new tab)