ANZ Bank, is one of Australia’s largest financial institutions. As a company ANZ believes in diversity, inclusion and equality in their workplace. To promote these beliefs beyond the company walls, ANZ has been a major sponsor of the Sydney Gay and Lesbian Mardi Gras (one of the world’s largest gay rights marches) since 2007. In 2014 they became Principal Partner.

We wanted the public to know just how much ANZ Bank values diversity and inclusion, and for people on Sydney’s streets and the media to help spread this message — in keeping with the fun, celebratory spirit of the modern Mardi Gras.

So we transformed central Sydney ATMs into dazzling GAYTMs.

Ten unique GAYTMs, inspired by gay and lesbian culture, were installed on Sydney’s busiest streets for three weeks surrounding the Mardi Gras. Bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur, each GAYTM was a riot of colour and textures to celebrate the festival and show ANZ’s support for diversity.

The display screens on the GAYTMs were changed to carry messages such as ‘Hello gorgeous’ and ‘Happy Mardi Gras!’.

The GAYTMs also dispensed rainbow coloured receipts with the message ‘Cash out and proud’. And during the campaign, ANZ donated all GAYTM operator fees to non-profit Gay and Lesbian charity organisation, Twenty10.

The creation, installation, and delighted public reactions to the GAYTMs became short webfilms. Content was then uploaded to Instagram, YouTube, Flickr, Twitter and Facebook.

On the exterior walls of inner-Sydney ANZ Bank branches, ATM’s were transformed into dazzling GAYTMs.

Each unique GAYTM was inspired by gay and lesbian culture and designed in the spirit of the event.

The GAYTMs were bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur.

From unicorns and drag queens to rainbows and tattoos, each GAYTM was a riot of colour and textures to celebrate the festival and show ANZ’s support for diversity.

As well as looking fabulous on the outside, the machine’s transaction screens were also utilized. They were changed to carry messages and well-wishes such as ‘Hello gorgeous’ and ‘Happy Mardi Gras!’.

And to complete the experience, the GAYTMs dispensed rainbow-colored receipts with the message ‘Cash out and proud’.

The creation, installation, and delighted public reactions to the GAYTMs became short webfilms. Content was then uploaded to Instagram, YouTube, Flickr, Twitter and Facebook.

The public reaction on Sydney’s streets and the social response lead to:

Total media impressions: 62+ million.

Metro news coverage in every Australian state

News coverage on every Australian commercial TV channel.

Branded pictures in media from over 70 countries around the world.

Reported on over 100 blogs and online articles.

Sydney’s tourist buses, re-routed to pass the GAYTM locations.

Normally, a receipt roll in the ANZ Oxford St ATM lasts 1 week. The first rainbow-coloured receipt roll in the ANZ Oxford St GAYTM lasted 1 hour.