Cash out and proud

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As the Sydneysiders among you know, the Gay and Lesbian Mardi Gras is a massive deal over here. It’s on this weekend and it feels like the whole city is gearing up for a party. I love this celebration of the festival from ANZ bank – these colourfully-decorated ‘GAYTMs’ have popped up all over the city.

Brands trying to jump on board cultural events can often be a great big cringe but this feels just right. With the colourful cladding, bespoke messaging and rainbow-design receipts, the tonality and the execution are spot on. And with all ATM operator fees going to Twenty10, a charity for young people struggling with gender/sexuality issues, the initiative feels credible rather than opportunistic. Judging from the groups of people I see taking pictures of them on their smartphones, these GAYTMs are a massive hit. Nice work, Whybin/TBWA.

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About antmelder
Creative Partner at DDB Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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