Citi Australia says bring on the brand new world in latest brand campaign via Archibald / Williams

by Campaign Brief

Last night Citi Australia launched a new brand campaign, created by Archibald / Williams, utilising TV, outdoor, digital, social content, right through to internal comms. 

While we're used to seeing campaigns in market for Citibank's products, this marks the first time Citi goes live with a solely emotionally led brand campaign in Australia, articulating the brand's promise of enabling growth and progress. The campaign is fully integrated and aimed to build brand awareness, consideration and differentiate Citi's position in the market.


The Brand New World campaign centres on the current Australian and global context - the reality that change is happening and what lies ahead is the brand new world - and for Citi and its customers, it's an exciting world of opportunities.  

The campaign launches with an energetic TVC spot celebrating some of the real people who are at the forefront of the brand new world. Whether they're rethinking traditional cooking or inventing modern technology to solve community problems - these are the people who are getting out there and making the brand new world one you want to be a part of. 

Produced and edited by production house, Paper Dragon, the campaign extends to longer form content, which then tells the stories of these 8 individuals in more detail online. 

Says Sam Couzens, director: "Filming this campaign was an exciting challenge. From dusty paddocks filled with camels to clinging on mountain ledges or shooting amongst thousands of weary bees, this project had it all." 

These individuals are also featured across OOH media in Sydney and Melbourne, as well as across digital and social media. 

Says Belinda Craig, head of brand, sponsorships and insights, Citi Australia: "The creative strategy behind the campaign builds on Citi's commitment to enable growth and progress for our Australian customers and we were extremely excited to develop this campaign for this market with Archibald / Williams. By featuring eight inspirational people who are embracing the opportunities of tomorrow, we feel we've launched a unified advertising campaign that increases awareness of our entire franchise in Australia, and makes people feel optimistic about the future and the Brand New World." 

Says Matt Gilmour, ECD, Archibald / Williams: "We're really excited to develop this campaign with Citi that celebrates people that are running towards the future and taking on the opportunities that the world has dished up. They're all at the top of their game and it's been inspirational for us to meet them and share their stories."

Andy Reynolds