GAYTMs
ANZ2014
GAYTMs is a 2014 outdoor installation (customised street ATMs) for ANZ, created by Whybin\TBWA Group Melbourne.
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The line
Cash out and proud.
Why it works
For the 2014 Sydney Gay and Lesbian Mardi Gras, its principal partner ANZ turned ten of its cash machines on Sydney's busiest streets into GAYTMs, each hand-decorated in rhinestones, sequins, studs, leather, denim and fur. Screens greeted customers with “Hello gorgeous”, receipts came out rainbow-coloured reading “Cash out and proud”, and operator fees went to the gay and lesbian charity Twenty10. It is studied as the rare sponsorship that turned the bank's own hardware into the medium: the most mundane object in banking, already standing on the street, recast as a billboard people used, photographed and shared. Jury president Jose Sokoloff called it brave, important and “pure outdoor” as it took the Outdoor Grand Prix at Cannes in 2014. The agency's case reports more than 62 million media impressions and a first rainbow receipt roll that ran out in an hour instead of a week. It went on to win two D&AD Graphite Pencils and a One Show Silver Pencil.
Techniques
- Guerrilla and ambient Ordinary street cash machines are dressed in rhinestones, studs and fur, turning the bank's own hardware into outdoor media people use and photograph.
- Purpose and cause Rainbow receipts and operator fees donated to a gay and lesbian charity tie the bank visibly to Mardi Gras and its community.
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