One of Australia’s biggest parties of the year is the Sydney Gay and Lesbian Mardi Gras. With a huge parade held on the city’s Oxford Street, the two-week event is considered one of the biggest celebrations in the world, attracting more than 300,000 people.
However, according to a YouGov study, 84 percent of LGBTQ community members believe that there are parts of Australia where it is unsafe to be themselves.
To help spread the spirit of the festival and draw attention to the brand’s commitment to inclusion, Australian bank ANZ and agency TBWA\Melbourne changed seven (of the 123) Oxford Street signs around the country into representations of LGBTQ culture. Signs transformed into colorful hearts, cupcakes, rainbows, flamingos and unicorns on streets as far as Western Australia and the Northern Territory.
“We believe that the same pride and inclusion experienced at the nation’s largest LGBTIQ+ celebration on Oxford Street in Sydney belongs on all streets and in all communities,” said ANZ group executive Mark Hand, who also serves as the brand’s chair of its diversity council.
Representing all of the Oxford Street locations in Australia, a giant 123-sign “Signs of Love” sculpture was unveiled at Sydney’s famed Bondi Beach (one of the top gathering spots for the Mardi Gras celebration).
“We’re letting everyone know that no matter how far from Oxford Street Sydney you are, we’re supporting you as we strive for inclusive communities and an #equalfuture for all,” wrote Carolyn Bendall, head of Australia marketing for ANZ, in a statement.
Client: ANZ Australia
Creative Agency: TBWA\Melbourne
Artist: The Glue Society
Production: Revolver/Will O’Rourke
Street View: Google
Media: PHD Australia