I've worked on Citi for two campaigns – 2019 and 2020. Both were for their graduate and student audiences. And both were about showing Citi in a different light, sharing their sustainable and innovative projects, highlighting their inspiring people and telling talent about the progress they could make at Citi.
Our 2019 campaign was called 'That's Progress'. It was all about thinking about progress in a different way, exploring the big moments in a student's or graduate's life. It was about telling a story, relating to our audience and being humble in our approach.
Our 2020 campaign for Citi was all about building on our 2019 campaign but making it work for life in a pandemic. We decided on calling it 'What's Next?' hinting towards our global situation, while pointing toward the uncertain future of a graduate. This was a call to arms to be the next big thing at Citi. And with campuses out of action, we took the campaign virtual.