It’s a red letter day for ANZ‘s advertising team. The humble little campaign to transform some of Sydney’s ATMs into fabulous GAYTMs through the majesty of unicorns and facial hair has taken out the Grand Prix award in the Outdoor category at the famed Cannes Lions advertising and marketing awards.
The Outdoor category is extremely wide ranging and covers a lot of territory, encompassing many ambient and non-traditional campaigns. The GAYTM initiative, though small and simple, generated enormous amounts of publicity for the bank and the ad campaign as a whole, which was conceived and implemented by ad agency Whybin/TBWA Melbourne.
Award jury president, Jose Sokoloff, praised the campaign: “This one we chose because it’s important, its brave, because it’s not necessarily very large but it became very large, and it was pure outdoor.“
Sokoloff also drew attention to the vandalisation of two of the ATMs involved, stating “That makes the statement of the bank much stronger.“
The ad campaign ran during Sydney Mardi Gras season and, aside from the aforementioned vandalisation, was very well received.
Take a break, boys/girls! You’ve earned it!
Photo: Cassandra Hannagan via Getty Images.
via Mumbrella.
