ANZ Bank (Australia) has commissioned artists to turn its drab bank machines into 'GAYTMs'.
The bejeweled, colorful and LGBTQ-inspired machines are to be featured at the Sydney's world famous Gay and Lesbian Mardi Gras. ANZ -- an official partner of the festival -- decorated each GAYTM to tell a unique story of pride.
The ‘Sailor’ GAYTM, decorated in nautical signage, salutes the Defence Force for allowing its members to march in uniform in the Mardi Gras for the second year in a row. Another GAYTM, 'Pride', reflects the true symbol of gay pride and diversity: the rainbow flag.
In addition to looking fabulous on the exterior, ANZ machines carry screen messages upon withdrawal reading things such as "Hello Gorgeous" and print receipts stating "Cash out and proud."
ANZ will donate their GAYTM operating fees from during the festival to a non-profit organization that supports individuals and families dealing with sexuality and gender issues called, Twenty10.
What's Driving This Trend
- LGBTQ+ Supportive Atms
- Opportunity for banks to leverage the personalization of their ATMs towards inclusivity and allyship with underrepresented communities
- Artistic Collaborations in Banking
- Banks can partner with artists to not only amplify their brand message, but also engage with consumers in a more creative and memorable way
- Charitable Corporate Sponsorship
- Corporate sponsorships of events and festivals provide an opportunity to give back to the community and support causes that align with the company's values
Who This Affects Most
- Banking
- Banks can use the personalization of their ATMs and digital banking platforms to foster inclusivity and allyship with underrepresented communities
- Art and Design
- Collaborations with banks provide artists with a platform to showcase their work and potentially reach a wider audience
- Nonprofit
- Corporate sponsorships of events and festivals can provide a significant source of funding and support for nonprofit organizations working towards social causes
