In 2018, ANZ was entering its 12th year as a main sponsor for Mardi Gras so when the bank wanted to do something big to celebrate the iconic parade’s 40th birthday and elevate its theme, ‘YAY’, they challenged us to up the game - and that we did!
We decided to hit the headlines with a one-two punch of activity.
First, we launched the first GAYTM in Melbourne with a glittering media launch, including creating high-impact content and coordinating news crews on site. Then we created YAY letters for the nation and mapped out a company-wide internal showcase and then a public roadshow as the countdown to Mardi Gras began. We installed the two-metre-tall ‘YAY’ letters in iconic locations such as Melbourne’s National Library steps and Bondi Beach and then we invited the public to write messages of love on rainbow coloured post-its. Over weeks we collected messages and then we used them in glitter cannons at Mardi Gras allowing thousands of people to unofficially be part of ANZ’s participation in the parade.
It was a stand out Mardi Gras success for ANZ that year. Hundreds of media stories, thousands of engaged staff and very happy ANZ customers celebrating love at Australia’s most iconic public parade.