Inside The Story Of The GAYTM

Inside The Story Of The GAYTM
SHARE
THIS



In 2014, ANZ came to advertising agency TBWA asking for a program ad to run around Mardi Gras.

The bank had just increased its sponsorship of the celebration from sponsor to premium partner and wanted to announce its commitment.

What ensued was the hugely successful and internationally acclaimed ‘GAYTM’ campaign.

Based around the original Mardi Gras concept of “out of the bars and into the streets”, the campaign looks to take ANZ’s support for Mardi Gras into streets around Australia.

Speaking at yesterday’s Changing the Ratio annual conference, TBWA executive partner Ricci Meldrum recalls how progressive the bank’s stance was at the time.

“Thankfully now corporate activism and corporate advocacy are much more common, but at the time ANZ was an absolute pioneer,” she said.

“For a conservative organisation like a bank to come out loud and proud, beyond their walls and beyond page 63 of their annual report and really stand up for what they believe in was an incredibly bold move and we thought of a bold campaign to match that.”

TBWA soon came back to the bank with “a sketch of an ATM with feathers and rhinestones” and the rest was history.

The campaign coincided with the early days of Instagram in Australia.

Seeing the potential for the platform to take GAYTMs viral, TBWA convinced ANZ to create an Instagram page and throw some extra force behind running it.

Keeping it fresh

The inaugural 2014 campaign was a resounding success but with the threat of second-year syndrome rife the following year, TBWA and ANZ knew they could not afford to be complacent.

“What we did is we listened to the community,” said Meldrum.

“Every time we went out we thought, ‘what’s going on in the world that we can respond to?'”

2015 took on ‘The Only GAYTM in the village campaign, while the 2016 campaign saw an entire rebrand to ‘GAYNZ’, including a branch takeover on Oxford Street entirely “transformed into a baroque-inspired homage to queer culture”.

The 2017 ‘Hold Tight’ campaign followed a spate of unsuccessful attempts for marriage equality and urged Australians to remain hopeful, which Facebook reported doubled the conversation around the topic on its site at the time.

Sure enough by Mardi Gras 2018, the marriage equality law had passed through parliament.

“We had to celebrate it, we came full-circle and went back to ‘YAYNZ,'” said Meldrum. “Each year we responded to what was happening in the community.”\

Dealing with backlash

Coming out with such a bold campaign, ANZ and TBWA knew there would be backlash from certain parts of the community.

What they didn’t know was that the campaign would look after itself.

“The encouraging thing was how overwhelmingly positive it was,” Meldrum said.

“The community came out and actually spoke and managed the issue on our behalf.”

CTR_sponsor_block

Please login with linkedin to comment

ANZ B&T Changing the Ratio changing the ratio GayTM tbwa

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]