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  • More and more brands are getting involved in social and political issues
  • More and more brands are getting involved in social and political issues
    Miss Anzabella (2014) ©
CASE STUDY

GAYTMs: cashing out and proud

In December 2013, the law allowing gay marriage was overturned in Australia – spurring outrage, as two thirds of people support same-sex unions. At Sydney's Mardi Gras, ANZ turned its cashpoints into glitzy GAYTMs, sending a bold statement: accept our cash, accept our values.

Location Australia

Scope
A fake-tanned muscle man wearing a fitted tank top strokes an ATM and poses for a photo. When he's done, three men take his place – one in a bedazzled nun's garb, another wearing a leather harness and the last donning a rainbow-printed tie and furry angel wings. Finally, a guy in a neon blue flapper outfit complete with matching wig poses by the machine. Why? They're queuing to take a photo with ANZ's 'GAYTMs' – pro-LGBT ATMs that encourage ANZ customers to "cash out and proud." [1]

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Canvas8

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