ANZ Bank's transformation of ATM machines into GAYTMs to celebrate Sydney Gay and Lesbian Mardi Gras was such a popular choice for the outdoor category's Grand Prix at the Cannes Lions International Festival of Creativity that even the judge whose own agency's work was the other contender voted for it.
What it is: The Australian bank and Melbourne-based Whybin TBWA Group bedazzled ordinary ATMs with rhinestones, sequins, studs, leather and fur. As the main sponsor of the Sydney Gay and Lesbian Mardi Gras, ANZ conveyed its message of diversity and inclusion, in eye-popping colors. Withdrawals came with a rainbow-colored receipt, and all tranaction fees were donated to a gay and lesbian charity.
"It's like the biggest bejeweled thing you've ever seen," said juror Vicky Maguire, deputy executive creative director at Grey London.
Fellow judge Jeff Kling, chief creative officer of Fallon Worldwide, added, "Each [ATM] was assembled as lovely and gayly as a parade float."
According to the ANZ GAYTMs case study submitted, press coverage was massive, including this comment from the Huffington Post: "The most fabulous cash withdrawal ever."
Why it won: "This one we chose because it's important and it's brave and it's not necessarily very large but it became very large," said jury president Jose Miguel Sokoloff.
Mr. Sokoloff noted that another judge did some research and discovered that two of the GAYTMs were vandalized by hate groups, making the bank's initiative an even stronger message of support.
The jury: Jury president Mr. Sokoloff is president of the Lowe Global Creative Council, and co-chairman and chief creative officer of the Interpublic Group's Lowe SSP3 in Bogota, Colombia.
Asked by the Cannes Lions festival to tweet their bios, one judge, Kevin Lee, executive creative director and partner at Leagas Delaney China, responded "I invented Google. I mentored Scorsese and I am the author of 37 New York Times best sellers. I also forged my bio."
Controversy or clear winners: "Grand Prixs usually choose themselves," Mr. Sokoloff said. "People start to talk about it at lunch."
At the beginning of the press conference, he said that ANZ GAYTMs was such a strong choice inside the jury room that even a juror from the agency that was the other candidate for the Grand Prix voted for it.
Lions awarded: The jury gave out 18 gold Lions, including prizes to the outdoor versions of two Grand Prix winners from other categories.
U.K. department store Harvey Nichols and London agency Adam & Eve DDB won no fewer than three gold Lions for "Sorry, I spent it on myself," a clever holiday campaign advising shoppers to buy really cheap gifts for others so they can splurge on themselves at the retailer. That effort also won the promo and activation Grand Prix on Monday. And British Airways' "Magic of Flying" digital billboards, which featured creative that encouraged passersby to look up and spot the aircraft flying overhead, won the direct Grand Prix and picked up a gold Lion in outdoor for OgilvyOne.
What they didn't like: Mr. Kling commented that old school outdoor -- three executions of a flat printed billboard -- "didn't do very well."
What's next: "Outdoor is an old category but I think outdoor has been completely re-invented," said Darren Spiller, executive creative director of DDB Group in Melbourne.
Alemsah Ozturk, chief happiness officer at digital agency 41?29! in Turkey, agreed. "As a jury we gave a message that as an industry we need to be braver." (Fun fact: WPP-owned 41?29! derives its name, an oddity even in an agency world full of quirky names, from the geographic coordinates of Istanbul).
For more Cannes work highlights, tune into Creativity's "The Best of Cannes."
Conversion marketing isn’t just a trend or tactic. It’s a fundamentally new way to approach marketing -- yet it’s based on the most timeless of principles: that the key to success in business is to drive sales today, while building stronger brands for tomorrow. Brought to you by Catapult.Learn more