The problem. In an era of global recession – created almost entirely by the behaviour of large banks – how do you rejuvenate trust in one of the key companies held responsible?
The solution. During the year of Citibank’s 200th anniversary, launch a campaign that highlights some of the major achievements of mankind that simply would not have been possible without the belief, trust and of course financial backing from Citibank. The campaign was launched globally, and used targeted media spend to communicate the right message to the right audience at every point. This included a large amount of bespoke digital and traditional out-of-home placements in airports, train and underground stations across Europe, online placements as well as press.
Roles. Working closely with the ACD in New York, I was the lead Creative and Art Director for the European section of the campaign. My creative partner and copywriter was Vanessa Inggs.