Citi Progress Makers
Citi has a long history of believing in people and their ideas. From the monumental ideas of the past, like the Trans-Atlantic cable or the Panama Canal, to the big, innovative, forward-thinking ideas of today that are transforming cities around the world, spawning economic growth, and affecting social change. The Progress Makers campaign was created to help illustrate these stories of how people’s ideas become a reality, and to demonstrate that Citi, as a financial institution, not only cares about its customers, but the communities in which they live. What started as a small, low-budget digital campaign became the global citi brand campaign and fundamentally changed citi’s image around the world.
BRAND ID • DIGITAL STRATEGY • DIGITAL ADVERTISING • CREATIVE DIRECTION-ART DIRECTION
OPPORTUNITY: Citi needed to enhance its image by showcasing its commitment to supporting transformative, forward-thinking ideas and communities.
SOLUTION: The "Progress Makers" campaign was developed, evolving from a small digital initiative into a global brand campaign, effectively highlighting Citi's role in turning innovative ideas into reality and positively changing its worldwide image.
Citi Progress Makers, NY Times collaboration for Florida South Water Management
From its success, Citi Progress Makers evolved into Citi's global brand campaign. The campaign ran for 5 years.
