top of page

Citi

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.

2019 campaign

Screenshot 2020-11-07 at 10.28.51.png

That's Progress

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.

That's Progress

02:03

That's Progress

At Citi, progress means more than simply climbing the ranks. It's about exploring your interests, establishing what makes you tick and using your motivations for propel you into the future. That's progress.

Progress Campus Initiative

01:36

Progress Campus Initiative

At five universities, we shared the story of Citi with students and took our RVM on campus to make a real impact.

Progress Journey Social Short

00:10

Progress Journey Social Short

A social video advertising our 'That's progress' monologue film. It asks what progress means to our audience and encourages them to act.

Progress Meaning Social Short

00:10

Progress Meaning Social Short

Asking graduates what progress means to them, we used social media to draw students in and choose Citi as their future employer.

Progress Green City Social Short

00:14

Progress Green City Social Short

To complement our main video, this social short shares Citi's stories of progress around the world.

Progress NYC Bikes Social Short

00:14

Progress NYC Bikes Social Short

To share the meaning of progress at Citi, we shared a social media video showcasing a real case study in New York – one that took sustainability to new heights.

2020 campaign

What's Next?

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.

Woman with Short Hair

Virtual events

Download the pdf of virtual event ideas for the 2020 'What's Next?' campaign.

2019 pdf

Our 2019 campaign was a big success. Read all about the ins and outs of how we made it work and what the results said about the work.

2020 pdf

Get to know our 2020 campaign inside out. With a global pandemic to contend with, it was no ordinary year – especially for on-campus advertising.

bottom of page