Citi Australia has unveiled a new brand campaign via Archibald / Williams that utilises TV, outdoor, digital, social content, and internal comms.
It marks the first time Citi has gone live with a solely emotionally-led brand campaign in Australia, articulating the bank’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 ‘Bring on 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 eight individuals in more detail online.
These individuals are also featured across out-of-home media in Sydney and Melbourne, as well as across digital and social media.
“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,” director Sam Couzens said.
Citi Australia’s head of brand, sponsorships and insights, Belinda Craig, said: “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’.”
Matt Gilmour, executive creative director at Archibald / Williams, said: “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.