WE’RE ALL CITI

Bankers are human.

Citi came to us with two problems. The first was that the posters inside their branch, designed to be up for one year, had been up for nearly half a decade. They were sun-bleached, dated and desperately in need of an update. The second problem was a bit bigger.

Citi’s bankers were having trouble connecting with customers. Customers, seeing bankers as financial perfectionists, were too intimidated to ask them for help, advice and support. They didn’t want strangers taking an intimate (and perhaps judgmental) look into their finances.

The irony of it all, however, is that Citi’s bankers, while qualified, were normal people. People with mortgages, like us. Student debt, like us (even credit card debt, too). People who are raising families, like us. Planning for retirement, like us. And more than understanding of how to help us.

To show this, we created a campaign that featured real Citi employees from 6 markets across the U.S.—with extra emphasis on the word real. Each poster featured headlines captured during candid interviews (which I had the pleasure of conducting in-person) that exposed the relatable vulnerabilities of Citi’s best and brightest.

MarCom Award Winner
Creative Direction: Lewis McVey
Role: Senior Copywriter
Art Direction: Cara Gigante
Additional Creatives: Lyle Dundek, Carlo Guardascione