It's very rare that you get to create something so big out of nothing, but we managed to do it with Citi's first Australian brand campaign. We began the journey with no budget allocated to brand advertising — Citi had always learned toward acquisition through rational messaging around products and offers.
But fortune favours the bold, and after a year in development, after local, regional and global approvals, Citi finally had an Australian brand platform: Bring on the brand new world.
We wanted to capture Citi’s optimistic and pioneering spirit. To acknowledge that the world is changing, but those changes are offering us more than we’ve ever had before. We created an integrated brand campaign that would celebrate all the amazing opportunities our brand new world has to offer, and those who are bold enough to push their personal limits to do something great.
TV, OOH, Online Content, Social.
Copywriter: Nicole Conway
Art Director: Tim Batterham
Executive Creative Director: Matt Gilmour
Producer: Amanda Cain
Production Company: Paper Dragon
Director: Sam Couzens
Photographer: Jeremy Park