Why Vandals Attacked a Gay Pride-Themed ATM (It's Not What You Think)
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Banks aren’t generally known for risk-taking marketing campaigns, but ANZ bank scored a hit in Australia last year by turning ordinary ATMs into “GAYTMs,” decking them out in rainbows, fur, sequins and studs to celebrate a famous LGBT festival in Sydney. The campaign from ANZ and Whybin TBWA Group Melbourne went viral globally and won the Grand Prix for the outdoor category at the Cannes Lions International Festival of Creativity. (Ad Age’s Creativity also named GAYTMs the best 2014 campaign in the print/outdoor/design area).
The diversity campaign started up again in Australia this month and also jumped to neighboring New Zealand but there it ran into some trouble. Last week, vandals splashed paint on a rainbow-colored GAYTM in Auckland, just before an LGBT pride parade. It was quickly cleaned up. But the same branch was targeted again this week, with pink paint dumped on the bank’s windows.
Pinkwashing
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