CITI

Experiential / Mobile / Print / Outdoor / Digital

Since 2008, Citi had been trying to shake its reputation as one of the chief culprits of the global financial crisis.

Every attempt was met with stiff competition and flagging growth. Our idea was to focus on some powerful Citi sponsorships, one of which had lost some of its luster – Citi Pond in Bryant Park. This winter installation featured skating, holiday shops and food concessions, and for the first time, Citi Snow Globe. This futuristic photo booth used proprietary technology and 18 iPod Touches to automatically capture and post frozen moments to social networks as digital holiday cards. Thousands of visitors were caught on camera which got the attention of Ad Age, FWA and a host of other industry media outlets.

Next up, was an entirely new sponsorship vehicle that needs no introduction – there's a pretty good chance you rode one to work this morning. Citi Bike has woven its way into the fabric of NY and even ended up on the Letterman Show. It's also won major industry awards including One Show, ADDYs and Mashies.

Role: Writer / ACD