CITI Trans & Nonbinary:
Now That You See Me
68% of transgender people don't have any identity documents that reflect their name (National Center for Transgender Equality). Citi became the first major U.S. bank to enable transgender and non-binary customers to change their names on their credit cards.
Our campaign, ‘Now that you see me’, communicated that being seen as you really are, is the beginning of everything: pursuing a career, growing friendships and relationships, and living more equally with cisgender people.
We worked with transgender and non-binary talent, co-workers, support networks, and production crew members from briefing to production to authentically create our all-too-rare portrayal of transgender and non-binary people as successful, happy, and most importantly, themselves.
Role: Associate Creative Director
Market: North America
Digital Banners
RESULTS
156M+ earned media impressions.
60M+ paid digital media impressions.
10M+ video views.
9,323+ name updates and counting.
AWARDS
Effies USA 2021: Gold, Positive Change - Social Good: Brands
New York Festival Awards 2021: Silver, Financial Advertising: Consumer, Credit Card
New York Festival Awards 2021: Bronze, Financial Advertising: Consumer, Corporate Image
New York Festival Awards 2021: Bronze, Financial Advertising: Use of Discipline/Medium, Film/TV
The One Show 2021: Merit, TV & VOD Long Form Single
The One Show 2021: Merit, Integrated Branding Campaign
Webby Awards 2021: Winner, Video | Diversity & Inclusion
Webby Awards 2021: Winner, Diversity & Inclusion | Advertising Campaigns
Webby Awards 2021: Finalist, Integrated Campaign | Advertising Campaigns
Shorty Awards 2021: Winner, Best Use of Branded Content
Shorty Awards 2021: Winner, Best LGBTQ Community Engagement
Shorty Awards 2021: Winner, Best Use of Short Form Video
Shorty Awards 2021: Finalist, Best in Financial Services
Muse Creative Awards 2021: Platinum, Video | Diversity & Inclusion
Muse Creative Awards 2021: Platinum, Video | TV Ad
Muse Creative Awards 2021: Platinum, Advertising | Newspaper Ad
Muse Creative Awards 2021: Platinum, Integrated Marketing | Campaign
Muse Creative Awards 2021: Gold, Website | Financial Services
Muse Creative Awards 2021: Gold, Video | Financial Services
FCS Awards 2021: Gold, Branding and Advertising | Television
FCS Awards 2021: Gold, Branding and Advertising | OOH
FCS Awards 2021: Gold, Branding and Advertising | Print
FCS Awards 2021: Gold, Digital Media | Web Video
FCS Awards 2021: Bronze, Branded Content | Video
FCS Awards 2021: Gold, Integrated Marketing
FCS Awards 2021: Winner, Best in Show | Consumer Retail