ANZ TAKES OUT SIX CANNES LIONS FOR EQUALITY CAMPAIGNS
Written on the 29 June 2016
ANZ (ASX:ANZ) has cleaned up at the Cannes Lions awards for its marketing campaigns promoting diversity and inclusion.
The bank was awarded Gold Lions in both the PR category for its Equal Futures pocket money initiative and the media category for the GAYNZ campaign, as well as another four Bronze Lions.
As part of International Women's Day, the pocket money video depicts brothers and sisters completing the same chores but not being paid equally.
The campaign highlights the gender pay gap in Australia and reached more than 1.5 billion people across the world.
While ANZ's Oxford Street branch was rebranded as GAYNZ with a baroque theme to celebrate 10 years of partnership with Sydney Gay and Lesbian Mardi Gras.
The GAYNZ logo was extended across the bank's website, social media channels and company business cards.
In a brand first for Australia, ANZ also collaborated with Twitter to create a rainbow flag emoji whenever #GAYNZ was used. The campaign reached 840 million people globally.
"We're thrilled to have our work supporting diversity, inclusion and financial equality recognised on the world stage," ANZ group general manager marketing Louise Eyres says.
"These awards are a testament to the marketing teams at ANZ and our world class partners, led by Whybin/TBWA with the support of PR agency Haystac and media agency PHD."
The Cannes Lions annual awards festival recognises excellence in marketing, communications and advertising.
ANZ was the second most awarded bank by number of Lions this year out of nine banks to be recognised.