ANZ sends Mardi Gras love to Oxford Streets around the country

This year, ANZ is spreading its support for LGBTIQ+ inclusion beyond inner-city Sydney by transforming Oxford Street signs across the country into fabulous Mardi Gras sculptures

Feb 20 · 4 min read

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 to Berry Springs, 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 across 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”

- Carolyn Bendall, Head of Marketing Australia for ANZ.

“Each sign was created with a simple design aesthetic in mind: keep the integrity of the sign (the pole and the panel) and use that as the basis for each design. And so the pole became a flamingo’s leg, a candle, a golden arrow, a unicorn horn, a high heel, a hill’s hoist, a rainbow or a weather vane with an Oxford St panel set with a pearlescent backdrop and the rest of the design grew out from the pole.”

- Glue Society artists at Revolver/Will O’Rourke

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 images of 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 the right to feel celebrated and included” - TBWA\Melbourne.


Credits:
Client: ANZ Australia
Creative Agency: TBWA\Melbourne
Artist: The Glue Society
Production: Revolver/Will O’Rourke
PR: Thrive
Street View: Google
Media: PHD Australia

TBWA\Melbourne

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TBWA creates and manages brand behavior in the modern world through Disruptive ideas brought to life across the Media Arts landscape.

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