WhybinTBWA Draws Cash Out and Proud with GAYTMs

The customer reach of an ATM is pretty much everyone so when WhybinTBWAMelbourne decided to transform Sydney cashpoints into colourful GAYTMs – complete with colourful decoration and rainbow receipts – it was impossible to ignore the execution.

As proud partner of Sydney’s Gay and Lesbian Mardi Gras 2014, the bank rolled out the campaign to celebrate the event without holding back to show its support for diversity by turning the day-to-day activity of withdrawing money into a unique and infectious experience.

Created by WhybinTBWA Melbourne, each unique GAYTM has been inspired by gay and lesbian culture. The designs see each ATM being bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur. From unicorns and drag queens to rainbows and tattoos, each GAYTM is a riot of colour and textures to celebrate the festival and show ANZ’s support.

Furthermore, selected ANZ GAYTM screens have also been given a makeover to carry messages and well-wishes such as ‘Hello gorgeous’, ‘Cash out and proud’ and ‘Happy Mardi Gras!’ And to complete the experience, the GAYTMs have been designed to dispense rainbow coloured receipts.

Beyond simply joining the party, ANZ is donating the ATM operator fees for non-ANZ cardholders from the GAYTMs to non-profit organisation Twenty10 for the duration of the campaign.

“ANZ’s GAYTMs are a fun and colourful way of bringing our ATMs out to celebrate diversity and show our support for one of Australia’s largest festivals,” says Carolyn Bendall, head of Australia marketing at ANZ.

“ANZ has been a major sponsor and participant of the Sydney Gay and Lesbian Mardi Gras since 2007, recently announcing a further three year commitment as inaugural Principal Partner,” she adds.