This year’s ANZ Pride campaign has ballooned with the Ponsonby branch transformed into a very large art installation to celebrate the Auckland Pride Festival.
The branch has been wrapped head-to-toe with 200 individual panels in a Pride-inspired costume by New Zealand intermedia artist Shannon Novak.
ANZ head of marketing Astrud Burgess said the campaign was about supporting staff to be themselves at work. ANZ has five staff “affinity” groups – Māori and Pasifika, Asian, Indian, Pride and Flexible Working Parents.
“ANZ supports our people to do their best and aims to build a culture where the talents, experience and perspectives of all our people are valued, regardless of their gender, race, age or sexual orientation,” he said.
“It’s the right thing to do, but it also makes good business given the varied make up of our staff and customers.”
The NZ GAYTM campaign was developed with Whybin\TBWA Auckland. “It’s a campaign Whybin\TBWA is very passionate about,” says ceo Andrew Scott.
“There has been a real buzz and excitement around the office in the lead up to launch.”
“There has been a real buzz and excitement around the office in the lead up to launch.”
Whybin\TBWA ECD Christy Peacock said: “Collaborating with an inter-media artist like Shannon meant that the project evolved and got better over time. His geometric shapes are a universal sign language of pure and abstract form.
“Everyone can understand the work and yet each person’s response to it is unique. Like Pride, it is a celebration of diversity.”
GAYTMs, once again a feature of the 2016 campaign, will print special receipts and display support messages for the Pride and Big Gay Out festivals. ANZ will continue to donate proceeds from the use of non-ANZ customer cards from the GAYTMs to OUTline, a not-for-profit counselling service that supports people dealing with gender and sexuality issues.
The dolled-up Ponsonby branch and the glittering GAYTMs mark ANZ’s support of Auckland’s Pride Festival and partnership with Auckland’s Big Gay Out. They also acknowledge ANZ’s accreditation into the Rainbow Tick programme, renewed for 2016.
ANZ Pride campaign also extends to the Pride Parade, with ANZ entering a float made up of around 60 marchers.
CREDITS
Client: ANZ
Head OF Marketing NZ: Astrud Burgess
Senior Marketing Manager: Erin Dudding
Marketing Manager: Katie Thompson
Creative Agency: Whybin\TBWA Auckland
ECD: Christy Peacock
CD: Julian Andrews
Rhapsody Artist: Shannon Novak
Head of Design: Philip Kelly
Designer: Caroline Wilkie
GAD: Maike Blackman
Senior Account Manager: Victoria Baudinet
Production: Mark Paisey
Production Company: Rollercoaster Design Ltd
Public Relations: Eleven
Video: Pre-rolls and social posts narrated by Urzila Carlson
Share this Post
