Bring on the brand new Citi brand campaign
After 4 years of developing successful product campaigns, Citi and A/W shared a desire to create an emotive and engaging locally produced brand campaign to connect with Australian consumers on more than just a product level.
To create a cohesive brand presence, we needed to develop an idea that would unite the many areas of the business that make up Citi.
After a year of hard work, we've created a new creative platform: Bring on the brand new world.
The world is changing, and there have never been more possibilities than there are today — and tomorrow is only going to get better. That’s why Citi is embracing the brand new world.
As Citi’s mission is to help Australians grow and progress in all aspects of their life, we wanted to show the people that are pushing the brand new world to achieve more than ever before. Through a fully integrated campaign, we encourage people to join Citi in bringing on the brand new world.
We launched with a rousing 30 second TV spot, engaging and human out of home with full digital content and 15 second TVC to follow. We then implemented the idea across product advertising for credit cards and wealth management — and soon the rest of the business.
Bring it on.