Citi and Citigold // Experiential // 2018-2022

Strategy // Creative Direction // Art Direction // Copywriting // Experiential

As title sponsor of Global Citizen Festival, a celebration of the intersection of music and social impact, Citi needed an event experience with three critical areas of focus: a stand-out visual presence, a platform for Citi initiatives No Kid Hungry, #SeeHerHearHer, and Citibike, and to solidify Citi as a champion of coming together over the shared joy of music while creating positive change.

Highlighting Citi’s commitment to representation, sustainability, and equity as well as its Citibike program, we proved that Citi powers the movement for change. We leveraged a partnership with street artist Queen Andrea to develop proprietary designs for the set and swag. Promo events were produced in partnership with branches, broadcast networks and The Today Show’s Summer Concert Series. 

The festival footprint included a branded viewing platform for partners and high-level contributors, a VIP lounge where Citi guests enjoyed food and drinks and mingled with performers, and two immersive photo experiences to drive social engagement and participation in the #CitiGiving initiative. Citi committed to donate one meal to a child in need for each photo tag, and we created dip-to-donate stations for guests to choose which cause they’d like to donate.