The Progress Makers - 360 Campaign
I turned a little assignment into Citi's global brand campaign and oversaw every aspect of creative communication. The Progress Makers have ideas that can solve the world’s problems. And, with Citi’s help, these people are making their ideas a reality. This campaign changed perceptions about Citi, showing audiences in a real and believable way that banks can actually do good for the planet.
Started in 2013, this campaign I created not only continues (and is providing portfolio pieces for a number of creatives after I left Publicis), but is also having a lasting impact: Citi liked this idea so much, they turned it into a $20 million fund, which makes this idea one that is truly changing people's lives in communities across America and the world.
Results: Turned around Citibank's negative perception after the 2007-2008 financial crisis.
Progress Makers - Odis Jones
Progress Makers - Interactive Experience
Users could “turn the lights on” to hear the incredible impact Progress Makers have made in the lives of real people from Detroit.
The Customized Progress Makers Documentary
Custom messenger bag maker, Timbuk2, allows consumers to customize their own bags, which made them the perfect subject for our customizable YouTube ‘Progress Makers’ project. With millions of possible combinations of storytelling, resulting in a three to four minute film, it allows viewers to enjoy whatever film and music version they want.
Progress Makers - Jonathan Rose
Progress Makers - Kirsten Saenz Tobey and Kristin Groos Richmond
Social
Collateral
We created a ton of print, banners, social, website, outdoor, etc...you name it. We did it for the Progress Makers. These collateral pieces, which created a striking juxtaposition of problem and solution that opened to reveal a Progress Maker story, are among my favorite things.
