OOH Billboard
OOH Billboard
Print advertisement
Digital In-store installation
Personal digital Goals Assistant
Citi Reputation Campaign
BRIEF: Address negative perceptions of banking in general and Citi in particular. INSIGHT: People don’t know what banks do. So it’s impossible for them to discern whether they are doing a good job or not. IDEA: Make Citi the industry advocate for banking done right. EXECUTION: This is what banking can do. Balance negative perceptions with true stories of Citi enabling social good. Show inspirational people telling their stories of change in important areas such as energy, education and housing. This idea has developed to become Citi’s global “Progress Makers” campaign.