Celebrating a decade of Mardi Gras support, ANZ Bank transforms their most iconic branch into GAYNZ
2016 marked ANZ’s tenth year of Sydney Gay and Lesbian Mardi Gras sponsorship, and this called for one almighty celebration of pride. ANZ showed that their commitment to diversity ran deeper than just a name association by changing theirs altogether, turning a point-of-sale channel into a canvas for inclusion and respect.

ANZ came out loud and proud as "GAYNZ." This term of endearment had long been bestowed on ANZ by some of the LGBTI community, and perfectly expressed ANZ’s passion for diversity, so it only felt right to more fully adopt it. They transformed an inherently conservative organization across their owned media channels and changed their outfit, completely rebranding an underperforming, tired-looking bank branch ordinarily visited out of necessity, into a baroque-inspired homage to LGBTI iconography — earning the moniker of "a bank fit for a queen."

It turned out that whilst the GAYNZ branch installation saw more foot-traffic than ever before, the visitors weren’t simply there to view the beautiful branch, they were there to bank, and as a result ANZ saw new account openings more than double and become one of the top performing branches in the country.

Faaaaaabulous, darling!

Awards

2016 Cannes - Gold Lion | Media | Financial Products & Services

2016 Cannes - Silver Lion | Media | Use of Audio

2016 Cannes - Bronze Lion | Digital | Cars & Automotive Products & Services

2016 Cannes - Bronze Lion | Film | Travel, Leisure

2016 Cannes - Bronze Lion | Promo & Activation | Use of Mobile

2016 Cannes - Bronze Lion | Promo & Activation | Use of Customer In-Store Experience

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