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.