We Get The Lowdown And Pictures Of ANZ’s New Branch “Fit For A Queen”
Monday morning saw a small crowed gathered halfway down Oxford Street in Sydney for the unveiling of ANZ’s grandiose and fabulous new bank branch.
The ANZ team, and the guys at Whybin\TBWA and The Glue Society, had spent the past weekend completely refurbishing the inside of the Oxford Street ANZ branch – to let the bank come out as GAYNZ, an extension of its GayTMs in support of LGBTI celebration Mardi Gras.
We got a few extra tidbits from Carolyn Bendall, head of marketing at ANZ Australia, on the campaign, what it means to ANZ, what it took and her favourite part.
Whose idea was it to take out the whole branch and not just the ATMs?
We’ve have had a fantastic response to our GAYTMs over the years so we wanted to step things up to celebrate the 10 year anniversary of our partnership. GAYNZ is an affectionate term that’s often used to describe ANZ by our staff and members of the LGBTI community.
We thought transforming the Oxford Street branch at the heart of the Mardi Gras parade was a great way to demonstrate our support. In addition to this ANZ has collaborated with Twitter to develop a rainbow flag emoji which will appear when #GAYNZ is used and we’ve also brought back four GAYTMs to ANZ’s George St and Pitt Street branches.
What’s your favourite part about the campaign?
From the perspective of Daniel Pizzato, Whybin/TBWA creative director: Our favourite part was the wildly unique creative opportunities that redesigning an entire bank branch gave us; from teller booths and ceilings, to lighting and directional signage. It was the perfect canvas on which to showcase ANZ’s proud support for the diversity of the LGBTI community because we were able to transform so many different elements.
From ANZ’s Bendall: Personally my favourite part of the new activation (aside from gorgeous poodles and penguins) is that we were brave enough as a brand to change our name to underline the significance of our commitment to diversity, inclusion and respect. This is not an easy thing to do, as our brand mark is very carefully guarded as one of the most valuable assets. It makes me very proud to work for a company such as ANZ.
What was the most difficult part?
From Whybin/TBWA’s Pizzato: The most difficult part was the reality of installing such an ambitious and intricate design without disrupting the branch’s regular opening hours. We managed to do it all in one weekend with a great team of people and very little sleep!
Are there enough brands supporting the community, not just saying they’re going to do something?
I absolutely believe there is a role for corporations and big brands to play in our culture and the societal debates that are raging at any given time – but there’s a hitch to this – brands need to be relevant and to add something useful to the debate, their actions needs to be authentic to the brand’s values, and most importantly of all, I’d encourage brands to be clear on its purpose.
Why you are doing it is just as important as what you do.
Besides showing support, what else is ANZ doing to make a difference in LGBTI areas like marriage equality?
ANZ has always been an advocate of diversity and inclusion, not just at work but in the broader community. Our support for marriage equality is part of our commitment to diversity and in partnership with Mardi Gras we hope we can continue encouraging Australians to both embrace diversity and contribute to an inclusive society and culture.
Another example of this is ANZ’s Equal Future campaign. Inclusion lies at the heart of ANZ’s brand beliefs so when the statistic was uncovered that 90 per cent of women retire with inadequate savings, our brand had a responsibility to act. ANZ’s #equalfuture campaign centres on the insight that young girls develop ahead of boys, yet end up far behind financially because the system isn’t geared for them to succeed. In response to this, we led a campaign that sought to not only raise awareness of this fact but in doing so challenge the system itself.
We commissioned a white paper to uncover the extent of the issue, teamed with award winning director Jane Campion to deliver a compelling film and then addressed ANZ’s own policies on superannuation. Consequently, ANZ now pays an extra $500 pa super contribution for ANZ female staff, awards super contributions whilst employees are on paid parental leave and offers free advice for anyone with less than $50K in their super. The campaign provoked enormous debate in the media and most importantly helped drive a senate inquiry into gender superannuation, with ANZ invited to make the opening submission.
What else can other big brands do to make a difference?
It’s important for big corporations to do things that are absolutely true to the brand’s DNA and walk the talk. Respect is a central corporate value of ANZs, in our brand expression we encourage you to live your world your way, and we’ve been supporting Sydney Gay and Lesbian Mardi Gras for a decade now.
Through this we have an authentic voice and have earned the right to participate with creative ideas like GAYTMs and GAYNZ.
Please login with linkedin to comment
Advertising Standards Bureau managing director reachout The Reject Shop Village Roadshow PicturesLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.