PROGRESS IS BEAUTIFUL

Description: Experiential / Artist Collaboration
Client: Citi

Assignment

Create awareness and organic buzz around the new Midtown Manhattan flagship branch, “Citi Center,” in the month leading up to the grand opening.
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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 additional limitations to both interior and exterior activations.

Concept

Turn the exterior into a large-scale temporary mural uniquely connecting the intertwined histories of Citi and NYC. Engage with a local artist to express the concept that progress is beautiful in a language 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.

The collaboration with NYC native and street artist, Fernando “Ski” Romero out-performed previous brand activations, resulting in a 9.9% organic lift to engagement on Citi’s Instagram account over the month-long engagement.