Citi Brand: 'Bring on the Brand New World'
While Citi have always actively advertised in Australia on a product level, they have never created a brand platform. This strategy and creative marked their first ever brand campaign within the Australian market, developed entirely at Archibald Williams.
The Brand New World campaign centres on the current Australian and global context - the reality that change is happening and if you look at it through the right lens it's an exciting world of opportunities.
The campaign celebrates some of the real people who are at the forefront of this brand new world and ran across TV, OOH, Digital and social.
My role: Creative, Art Direction
Client: Citi Bank
Agency: Archibald Williams
Creative: Timothy Batterham / Nicole Conway
Copywriter: Nicole Conway
Executive Creative Director: Matt Gilmour
Director: Sam Couzens
Photographer: Jeremy Park