What started as two small stories, grew to a global campaign comprised of dozens of stories, hundreds of films, and countless stills and digital assets.
Citi has a long history of believing in people and their ideas. From the monumental ideas of the past, like the Trans-Atlantic cable or the Panama Canal, to the big, innovative, forward-thinking ideas of today that are transforming cities around the world, spawning economic growth, and affecting social change. The Progress Makers campaign was created to help illustrate these stories of how people’s ideas become a reality, and to demonstrate that Citi, as a financial institution, not only cares about its customers, but the communities in which they live. What started as a small, low-budget digital campaign became the global citi brand campaign and fundamentally changed citi’s image around the world.