The Glue Society directs new Mardi Gras ‘Hordern Pavilion Project’ for ANZ via Revolver and TBWA
ANZ has launched a 2-minute piece, that is more music video than traditional film, directed by the Glue Society and produced by Revolver in partnership with TBWA/Melbourne, ahead of the 2021 Sydney Gay and Lesbian Mardi Gras Parade this Saturday.
Filmed in the Hordern Pavilion, the home of the annual Parade afterparty (which unfortunately can’t take place this year), it features a series of solo dancers from the ANZ Pride Network and LGBTIQ+ community.
The film serves as a celebration for all those who cannot be in Sydney this year to attend the annual parade. An important reminder that despite isolation, for whatever reason, even on our own, we’re still together and can still take part in celebrating the spirit of Mardi Gras.
The Glue Society has been creative partner on the multi-award winning ANZ Mardi Gras campaigns via TBWA/Melbourne every year since 2014 – from the first GayTM’s to the GayNZ bank transformation, Signs of Love, Hold Tight and #LoveSpeech campaigns – and this year’s Hordern Pavilion film project.
Says Pete Baker, director at The Glue Society, who has led every one of these campaigns: “Every year, we aim to provide a new dimension to the bank’s sponsorship of Mardi Gras, demonstrating their support of the LGBTIQ+ Community. And this year, the opportunity to film individuals dancing on their own but together within the four walls of the Hordern felt like a profound and appropriate gesture.”
Principal Partner of Sydney Gay and Lesbian Mardi Gras, ANZ is donating $100,000 to Qlife, an LGBTIQ+ support service which saw a 58% increase in the number of people wanting to access its telephone and web services during the second half of 2020 and a 31% increase in calls from people who said they had experienced feelings of “isolation” and “loneliness”.
Says Mark Hand, group executive, Australia retail and commercial banking, ANZ: “We are really pleased to support QLife so they can continue to provide this essential service to our LGBTIQ+ communities. Organisations such as QLife are making a real difference when it comes to bridging the gap between isolation and connection.
“Mardi Gras is a time to unite and celebrate – whether you’re at the Sydney Cricket Ground this year or dancing in your living room – and we want the LGBTIQ+ community to know they are always supported and never alone.”
Says Zed Tintor, director of programs and development, QLife: “We are extremely grateful to ANZ for its very generous donation of $100,000.
“These funds will provide an additional 2,250 hours of anonymous, free telephone and web chat as well as peer support to LGBTIQ+ community members throughout 2021.”
Client – ANZ
Project – Mardi Gras
Creative Agency – TBWA/Melbourne
Direction – The Glue Society
Production – Revolver
Music Composition – Otis Studios
15 Comments
Wonderfully shot. Genuine question – is dancing allowed in NSW? Or did Gladys ban that too?
I guess at the end of the day it’s the clients decision to spend up big. For what it’s worth, it’s a big miss from me.
Lovely, understated and totally appropriate celebration with beautiful craft – as always.
it’s a Bonds ad
So good!
A celebration, yes. A beautiful moment every year for LGBTIQ+, yes! But surely we can start moving past the dance montage, rainbow light show, and present more human stories. Something that furthers our understanding of their lives.
Wonderfully crafted of course. Don’t get me wrong. I’m not asking for an emotional, heart breaking story. Just something that represents these people in a deeper way than just running around and dancing – which has been done to death!
Actually, a human story is exactly what ANZ did brilliantly with their Hold Tight campaign- a really simple story about how we still let go of our partner’s hand in public when we don’t feel safe- great insight, sensitively told. This year, the one thing we can’t do is dance together in NSW. In another year, you might have a point, but this year, it’s spot on (no, I don’t work for ANZ or any of the agencies involved!)
echhhh that’s two very ordinary campaigns with dancing…nyet.
Love the unity message in this work. Something our industry could lean a lesson or two about. Great work ANZ, Glue Society, Revolver and TBWA.
Out of interest, what is that music track?
One big, long yawn. Beige not rainbow. Waste of time and money, sorely lacking a thing called an idea.
Every ad about the LGBTQI community is just people dancing. You know we do other shit right?
There have been some truly incredible pieces of work done for ANZ’s support of the Mardi Gras over the years. This is not one of them.
The Bond’s ad but with a bit more soul – predictable but competently made
So empty, boring, and pointless. ANZ have done some great work before and have been a long time supporter which is better than all these other brands jumping on the bandwagon – but sis this ain’t it.
It would have been better if something happened in the ad, maybe some kind of build.