Our objective was to demonstrate ANZ’s support for both the event and the values behind it. In the weeks surrounding the Mardi Gras, we wanted to draw people’s attention to the bank, and to encourage interaction with it, helping spread their message of diversity and inclusion. And we needed to do all this in keeping with the fun, fabulous spirit that is the modern Sydney Gay and Lesbian Mardi Gras.

We transformed central Sydney ATMs into dazzling GAYTMs.

Each unique GAYTM was inspired by gay and lesbian culture and designed in the spirit of the event.

They were bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur. From unicorns and drag queens to rainbows and tattoos, each GAYTM was a riot of colour and textures to celebrate the festival and show ANZ’s support for diversity.

The display screens on the GAYTMs were changed to carry messages such as ‘Hello gorgeous’ and ‘Happy Mardi Gras!’.

The GAYTMs also dispensed rainbow coloured receipts with the message ‘Cash out and proud’.

Public and social reactions to the GAYTMs on Sydney’s streets lead to the following:

More than 62 million media impressions.

Metro news coverage in every Australian state

News coverage on every Australian commercial TV channel.

Branded pictures in media from over 70 countries around the world.

Reported on over 100 blogs and online articles.

Sydney’s tourist buses, re-routed to pass the GAYTM locations.

Normally, a receipt roll in the ANZ Oxford St ATM lasts an average of one week.

The first rainbow-colored receipt roll in the ANZ Oxford St GAYTM lasted one hour.