ANZ came out as GAYNZ - converting their entire identity into a representation of their commitment to the LGBTI community. They completely transformed an ANZ bank branch into a baroque-inspired GAYNZ bank branch, by undergoing a custom installation, fit for a queen. The branch became a physical demonstration of not only ANZ’s commitment, but a space in which a trip to the bank became a statement of an individual's support for the community.

ANZ transformed an entire bank branch, inside and out, into a fully operational GAYNZ bank branch - a physical embodiment of their commitment and support.

It would take teams of scenic artists, architects, carpenters and sculpturists three months to design and assemble the branch across three warehouses. Then while the bank shut for the weekend, it was installed.

Style inspiration was taken from LGBTI icons like Liberace and Gianni Versace, who were famous for embracing Baroque art and architecture. This treatment was then applied to every element in the space. From marbled pillars, floors and walls, to 16 hand-painted murals dedicated to the community, trompe l'oeil scenery, frescos, sculptural homages to two famous penguins, flower archways, and drag queen carpets and clocks.

The GAYNZ branch was visited more than 7,000 times during the festival - Seven times the regular foot traffic. Visitor demand was so high, a custom-built 360 degree Facebook video was created and more than 80,000 people took the virtual tour.

Sign ups for ANZ accounts at the branch more than doubled, and #GAYNZ was the most popular brand hashtag of the entire Mardi Gras, trending organically Australia-wide. Twice. Positive social sentiment towards the brand also increased by 60%.

GAYNZ left a significant cultural footprint, amassing 816,000,000 media impressions.

To reach an audience at the heart of ANZ’s push for equality, they went to the heart of the community. Located at 81 Oxford Street, the GAYNZ branch was at the center of not just the Mardi Gras parade route, but the Sydney Gay and Lesbian community itself - Oxford street has for almost 40 years been the spiritual home of Sydney's LGBTI, and where the first parade took place.

ANZ asked people through their media channels to show their support for this community by visiting the GAYNZ branch, and by sharing their support online with #GAYNZ.

Some even called for the rebrand to be a permanent fixture for how much it captured the spirit and history of the area.

In 2016, one of Australia’s biggest banks, ANZ, would celebrate their 10th year of partnership with Sydney Gay and Lesbian Mardi Gras - one of the biggest celebrations of pride in the world.

ANZ were famously one of the first major corporations to sponsor the event, a move that at the time drew criticism from the wider business community. But as the years went on, commercial support grew, and more corporations followed in ANZ’s footsteps.

On their 10th anniversary, ANZ wanted to show that even though they were one of the corporate pioneers for LGBTI rights, their commitment has never been stronger. The brief was to do something truly meaningful, facilitating a deeper emotional connection between the brand and the public.

ANZ wanted to prove that their commitment to the LGBTI community went beyond just a sponsor name. So they changed theirs.