CITI Retail
2021 National Merchandising Campaign

THE ASK

Citi wanted to show how their tools and expertise can help our audience keep their finances moving in the right direction, despite all that’s happened in 2020. The exterior posters would grace in the windows and drive-thrus of all retail locations nationwide. Most of the interior posters would appear inside the branch. Select ones, like the business posters, would only appear in select branches. Client asked that the posters be vibrant, eye catching, and optimistic. (Note: this campaign extended to ATM screens, brochures, and other in-branch materials. They are not shown here.)

THE IDEA

THE OUTLOOK IS BRIGHTER THAN EVER
With 2020 behind us, it’s time to look ahead. To move forward. To make great strides toward the goals and milestones you want to achieve. No matter where you are in your financial journey ⏤ whether you're opening your child's very first bank account or getting ready to cut the ribbon to your new business ⏤ Citi provides innovative tools and world-class expertise to give your plans the momentum it needs.

The campaign uses optimistic lifestyle photography with vibrant, textured backgrounds to create interest and depth. Each poster features a headline with one word in all caps to capture attention from a greater distance and to call out a benefit of each product.

STATIC EXTERIOR POSTERS

STATIC Interior POSTERS

DIGITAL POSTERS

Citi asked us to animate certain static posters. In select markets, our videos included location-specific footage and changed depending on the time of day. The example above shows the daytime Chicago version.

THE RESULTS

Currently in market. Clients liked the look and copy tone so much, they have applied it to other Citi pieces beyond the scope of this campaign.

Credits: Anders Da Silva (Creative Director (Static)), Michelle Underwood (Creative Director (Digital)), Sean Conejos (Senior Copywriter), Bryan Miguel (Senior Copywriter), Sara “Tex” Gomez (Art Director), Rick Pierzynski (ACD-Art)