PROGRESS IS BEAUTIFUL

Description: Experiential / Artist Collaboration
Client: Citi

Assignment

Create awareness and organic buzz around the new Midtown Manhattan Citi branch during the month before it opens.
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Challenges

Midtown Manhattan was already brimming with financial offices. The opening of a new Citi branch with services for high net worth clients alone wasn’t PR worthy. Construction itself posed extreme limitations to both interior and exterior activations. 

Concept

Turn the exterior into a large-scale temporary mural uniquely connecting the histories of NYC and Citi. Engage with a local artist to express the concept that progress is beautiful in a way that’s authentic to New York while delivering on Citi’s brand message and tagline, “for the love of progress.” Document the creative process to extend the highly targeted activation on OLV and social channels. 

Case Study Video