Citi
Graduate campaign

The challenge
Citi wanted to appeal to a graduate audience about their business philosophy of progress. They wanted to raise awareness of the progress graduates can make at Citi along with challenging perceptions. Because Citi does more than balance books. It does what matters.

The idea
With progress as a theme we took the story out to students on a university roadshow. Through a vending machine we were allowed to engage with students on campus and start the conversation about progress.