Citi

Shift Your Mindset Campaign

concept & design, NYC

insight

Amidst the numerous financial challenges and news stories of today, the future seems to be losing its prominence. However, it's possible to avoid letting immediate satisfaction and current financial circumstances hinder progress in the long run.

It’s time to get back on the right track by making more intentional financial decisions.

idea

You’ve met the challenges of the past couple years. As so many things shifted beneath your feet, you’ve shifted, too. Just like a surfer that sways and bends, adjusting to the next wave, you’ve adjusted to what has come your way.

You’ve proven progress is possible, now make the most of this moment. Take this opportunity to optimize your financial outlook. Citi can help you open new opportunities that will move you toward a brighter future. Shift your mindset and expand your horizons.

impact

The campaign demonstrated Citi's ability to support and facilitate customers in their pursuit of progress through informed initial actions.

Customers were inspired to enhance their association with Citi by incorporating services, solutions, and products that empowered them to make progress towards their long-term objectives.

They perceived that initiating a lasting affiliation with Citi was the most intelligent decision in their pursuit of goals, considering the range of offerings and compelling reasons to trust the institution.