2016-2017戛纳狮 促销类 - D03组 入围奖 2016-2017戛纳狮 公关类 - B11组 铜奖 学会包容差异，性别取向的差异如同人的高矮胖瘦一样。 放下偏见，为爱发声！   ANZ   HOLDTIGHT ANZ | TBWA\MELBOURNE | 2017Promo And Activation - D03 Use of Social Platforms Outcome The #HOLDTIGHT campaign generated nearly 750 million impressions.The film alone was viewed over 12 million times, and its message shared more than 150,000 times The hashtag #HOLDTIGHT was used in more than 100 countries during the campaign, even being adapted into its Portuguese translation #segurefirmeFacebook data showed discussions about equality in Australia doubled during the campaign period.Social sentiment was at 98% positive in response to the campaign - The highest the bank had ever seen.Tone in reporting by third parties was a resounding 100% positive. Official brand tracking data put ANZ as the only one of the big four banks in Australia to achieve nett positive sentiment on social media during this time. Engagement on Twitter exceeded industry benchmarks by 60% and view rates by 75%All of this resulting in the most successful sponsorship campaign ANZ had ever created.   Campaign Description For many in the community even if you're ‘out’ and completely comfortable with your sexuality, holding hands with a partner in public can still feel awkward, tense or even scary – sometimes making it easier to just let go. So we encouraged people to #HOLDTIGHT instead. We wanted to celebrate the simple act of LGBTI couples holding hands. We made it a mainstream conversation, spreading ANZ’s message to the community to ‘stay strong, be resilient, equality is coming.’   Execution ANZ launched the idea with staff interviews about holding hands. These videos were distributed amongst some 50,000 employees on ANZ’s internal network, then publicly on social media. A day ahead of Valenti