Citi Says ‘Bring On The Brand New World’ In New TVC Via Archibald/Williams

Citi Says ‘Bring On The Brand New World’ In New TVC Via Archibald/Williams

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.

“They’re all at the top of their game, and it’s been inspirational for us to meet them and share their stories.”

Please login with linkedin to comment

archibald / williams Bring on the Brand New World Citi Citi Australia Paper Dragon

Latest News

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
  • Technology

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams

The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]

PARIS, FRANCE - MARCH 05: In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of an iPhone on March 05, 2019 in Paris, France. The social network broke the rules for the protection of children's online privacy (COPPA) and was fined $ 5.7 million. The fact TikTok criticized is quite serious in the United States, the platform, which currently has more than 500 million users worldwide, collected data that should not have asked minors. TikTok, also known as Douyin in China, is a media app for creating and sharing short videos. Owned by ByteDance, Tik Tok is a leading  video platform in Asia, United States, and other parts of the world. In 2018, the application gained popularity and became the most downloaded app in the U.S. in October 2018. (Photo by Chesnot/Getty Images)
  • Technology

TikTok Offically Reaches One Billion Users

TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
  • Media

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative

Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator.  The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]

Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.

by B&T Magazine

B&T Magazine