Only GAYTM in the village: ANZ’s colourful cash points are back

AUTHOR:  
Published:  March 4, 2015
Desktop

As part of the Gay and Lesbian Mardi Gras now on in Sydney, festival sponsor ANZ has again transformed six of its city ATMs into GAYTMs — elaborately designed and decorated holes-in-the wall.

For the campaign, ANZ enlisted Melbourne agency Whybin/TBWA, with artistic direction from Sydney collective The Glue Society, to transform the everyday experience of withdrawing money into a fabulous celebration of LGBT culture.

GAYTM 1

GAYTM 2

Screen shot 2015-03-04 at 10.14.19 AM

The six GAYTMs are individually designed, hand-constructed installations featuring thousands of individual laser cut pieces of acrylic that light up at night. Motion detectors trigger music when you withdraw money, before a rainbow receipt is printed. Some of the machines also screen well wishing messages: Hello gorgeous! Cash out and proud.

This year, the bank ran an ‘Only GAYTM in the village competition’, which saw a Pride Flag inspired design layered over an ATM in the Victorian town of Daylesford.

GAYTM Daylesford

The campaign hasn’t been without backlash: another GAYTM installed in Auckland for Auckland Pride Festival was splashed with pink paint by activists protesting the commercialisation of the festival. Members of the activist group Queers Against Injustice have called the act Pinkwashing, “a term … that describes the way institutions co-opt LGBT struggles to distract from and disguise unethical behaviour.”

“As queer subjects, we object to the representation of queer identity in terms of consumptive and wealthy citizens. Associating queer politics with personal banking within a gentrified area reduces the queer subject to a bourgeois, cis-gender, white, male subject, and in doing so reproduces many of the intersecting injustices by which queer subjects are marginalised.”

For the duration of Sydney Gay and Lesbian Mardi Gras, ANZ is donating the GAYTM service fees for non-ANZ cardholders to Twenty10, a not-for-profit organisation supporting sexual diversity.

http://www.mardigras.org.au/

 

Leave a Reply

Your email address will not be published. Required fields are marked *