AUSTRALIA – Famous the world over for its GAYTMs, for this year’s Mardi Gras sponsorship, ANZ Bank is spreading its support for LGBTIQ+ inclusion beyond inner-city Sydney by transforming Oxford Street signs across the country into fabulous Mardi Gras sculptures.
With 84% of LGBTIQ+ individuals believing there are still parts of Australia where they feel unsafe*, the Festival’s celebration of diversity and commitment to social equality can feel a long way away for those living away from the famous Oxford Street parade-route.
Realising there are Oxford Streets all over Australia (123 to be exact), ANZ and TBWA\Melbourne together with Revolver/Will O’Rourke have transformed Oxford Street signs countrywide into unique representations of LGBTIQ+ culture, from rainbows and love hearts to sailor flamingos and fiercely proud unicorns. Popping up on Oxford Streets from Bunbury in Western Australia to Berry Springs in the Northern Territory, the campaign culminates in a massive 123-sign, 6-metre tall, 4-tonne ‘Signs of Love’ sculpture unveiled today at Sydney’s iconic Bondi Beach (and fave Mardi Gras hot spot) to draw attention to ANZ’s push for an #equalfuture for LGBTIQ+ individuals in every town, suburb and city across the vast continent of Australia.
“We’re letting everyone know that no matter how far from Oxford St Sydney you are, we’re supporting you as we strive for inclusive communities and an #equalfuture for all”, says Carolyn Bendall, Head of Marketing Australia for ANZ.
The campaign also sees ANZ working with Google to display the street signs on Google Street View so people around the world can view the installations. “As Principal Partners for Sydney Gay & Lesbian Mardi Gras, ANZ has a remarkable history of support for LGBTIQ+ inclusion and this year’s campaign is no exception. Everyone, no matter where they live, deserves to feel celebrated and included”, says TBWA\Melbourne.
The campaign is supported by an integrated PR strategy which reveals local signposts across Australia and sees entertainer Courtney Act (alongside a number of other LGBTIQ+ influencers) lend their voice to the initiative.
• Sydney – ‘Signs of Love’, Bondi Park.
• Mittagong, NSW – ‘Eternal Flame’, Oxford St & Bourne Cl.
• Deep Lead, Vic – ‘Coming Out’, Oxford St & Battery Rd.
• Rockhampton, Qld – ‘Pink FlaminGo-Go’, Oxford St & Talford Street.
• East Launceston, Tas – ‘Love is Love’ Oxford St & Abbott St.
• Bunbury, WA – ‘I’m Spinning Around’ Oxford St & Austral Pde.
• Port Pirie, SA – ‘Turn the Party’, Port Pirie Regional Tourism and Arts Centre.
• Berry Springs, NT – ‘We’re Not in Sydney Toto’ Oxford Rd & Cox Peninsula Rd.
*YouGov Galaxy Research, Feb 2019