Anz Bank Film #HoldTight by Tbwa Melbourne

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#HoldTight

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Industry Banking & Financial Services, Racial/Ethnic/Handicapped/Minority Awareness
Media Film
Market New Zealand, Australia
Agency Tbwa Melbourne
Chief Creative Officer Paul Reardon
Executive Creative Director Paul Reardon
Creative Director Tara Ford
Creative Scott Canning, Tim Woolford
Production Revolver/Will Orourke
Released February 2017

Awards

Cannes Lions 2017
Film Online Film: Financial Products & Services Bronze Lion

Credits & Description

New research finds LGBTIQ community twice as likely to feel uncomfortable holding hands in public. As the LGBTIQ community on both sides of the Tasman get ready to celebrate love at the Auckland Pride Festival and the Sydney Gay and Lesbian Mardi Gras (SGLMG), the majority still struggle with the smallest acts of public affection. This insight is the inspiration behind ANZ's latest campaign in support of the LGBTIQ community, a joint effort between agencies TBWA Melbourne and TBWA Auckland. #HoldTight aims to highlight this disparity and encourages all people across New Zealand and Australia and beyond to show their support. The campaign launches with a hero piece of film accompanied by heartfelt stories told by ANZ staff.
Media: TV
Category: Finance & insurance
Client: ANZ
Agency: TBWA Melbourne
Country: Australia / New Zealand
Director: Pete Baker
Executive Creative Director: Paul Reardon
Creative Director: Tara Ford
Creative: Tim Woolford
Creative: Scott Canning
Producer: Jasmin Helliar
Executive Producer: Josh Mullens
Executive Producer: Michael Ritchie
DoP: Geoffrey Simpson
Social Creative: Max Reed
Head of Broadcast: Margot Ger
Head of Integrated Production: Dave Keating
Content Director: Harrison Webster
Content Producer: Stephanie Leddin
Content Creator / Editor: Jesse Richards
Edit House: The Glue Society Studios
Editor: Philip Horn
Colourist: Christine Trodd
Online: Lee Sandiford
Media Agency: Phd, Melbourne
Pr Agency: Eleven Pr, Melbourne
Production Company: The Glue Society, Sydney / Revolver/Will Orourke, Sydney / Level Two Music, Melbourne
Chief Creative Officer: Paul Reardon (Tbwa\Melbourne)
Creative Director: Tara Ford (Tbwa\Melbourne)
Creative: Tim Woolford (Tbwa\Melbourne)
Creative: Scott Canning (Tbwa\Melbourne)
Head Of Broadcast: Margot Ger (Tbwa\Melbourne)
Head Of Integrated Production: Dave Keating (Tbwa\Melbourne)
Content Director: Harrison Webster (Tbwa\Melbourne)
Content Producer: Stephanie Leddin (Tbwa\Melbourne)
Content Creator/Editor: Jesse Richards (Tbwa\Melbourne)
Composer: Michael Edwards (Level Two Music)
Director: Pete Baker (The Glue Society)
Managing Director/Executive Producer: Michael Ritchie (Revolver/Will Orourke)
Executive Producer/Head Of Projects: Josh Mullens (Revolver/Will Orourke)
Producer: Jasmin Helliar (Revolver/Will Orourke)
Dop: Geoffrey Simpson (Revolver/Will Orourke)
Regional Group Head: Ricci Meldrum (Tbwa\Melbourne)
Group Business Director: Claire Tenzer (Tbwa\Melbourne)
Project Director: Amelia Van Veenendaal (Tbwa\Melbourne)
Project Manager: Todd Mclerie (Tbwa\Melbourne)
Project Manager: Paul Arena (Tbwa\Melbourne)
Managing Director Melbourne: Fee Townshend (Eleven\Pr)
Managing Director Auckland: Angelina Farry (Eleven\Pr)
Senior Account Director: Louise Cargo (Eleven\Pr)
Account Director: Jade Glashoff (Eleven\Pr)
Executive Creative Director: Christy Peacock (Tbwa\Auckland)
Creative Director: Karen Maurice Oleary (Tbwa\Auckland)
Head Of Client Service: Robyn Budd (Tbwa\Auckland)
Group Account Director: Maike Blackman (Tbwa\Auckland)
Account Manager: Ruby Soole (Tbwa\Auckland)
Synopsis:
The film opens with a series of intimate vignettes of hands finding each other. Everyday moments like walking down the street, or laying on a blanket in a park. We reveal the hands are those of LGBTI couples.We then see a series of shots of these couples holding hands, but encountering a situation that makes them feel uncomfortable, so they let go.However, in a moment of pride, two men decide to hold tight to each other as they walk past a busy pub. A super appears over their tight grip: ‘When you feel like letting go. #HOLDTIGHT’We then move into a supercut of couples holding tight. The film closes with a super that reads ‘ANZ is proud to continue supporting Sydney Gay and Lesbian Mardi Gras, and the Auckland Pride Festival followed by ANZ’s logo and their brand values ‘diversity, inclusion, respect.’
Entry Summary:
The bank of Australia and New Zealand (ANZ) was entering its 11th year of support for Sydney Gay and Lesbian Mardi Gras, and fifth as partner of Auckland Pride. ANZ has become one of the loudest and most consistent corporate supporters of the LGBTI community. The ongoing sponsorship of Sydney Mardi Gras and Auckland Pride events allow them to demonstrate their internal values of diversity, inclusion and respect. After years of celebrating the events in a fabulously, fun spirit we wanted to do something that contributed to LGBTI equality in a more meaningful way, that showed a deeper understating and empathy. Even in 2017, not only were we still waiting for marriage equality (Australia), but the simple act of holding hands was still difficult for many LGBTI people. We wanted to change behavior and perceptions and show support for this, the simplest gesture of love and a basic human right.