Citi Global Banking
Citi's global retail banking campaign celebrates the spirit of innovation and hard work that drives human progress. The anthem spot interweaves abstract images with portraits of determination, from a woman struggling through rain to reach work to a musician playing on a city corner. Kinetic shots of Hong Kong, Kuala Lumpur, Budapest, etc. underscore the timeless nature of the hustle. The campaign is an ode to the honest, authentic stories of people striving for more, capturing the beauty in the struggle and excitement of living. By focusing on the moments that define the human experience, Citi honors the ambition and perseverance that fuel its own relationships with clients. APAC, EMEA, LATAM
BRAND ID • DIGITAL APP/SITE • CREATIVE DIRECTION-ART DIRECTION • DIGITAL STRATEGY
OPPORTUNITY: Citi needed a global brand message that resonated broadly while addressing specific product needs in local markets.
SOLUTION: We created a global campaign celebrating innovation and hard work, intertwining universal human stories with targeted product messaging to honor ambition and improve lives.
