Citizens: The living portrait of NYC

Citizens, a banking brand, created The Living Portrait of New York City, an immersive, data-driven experience, to introduce the bank, stand out amongst the competition and appeal to a highly discerning population.

Summary

The challenge we faced was how to introduce Citizens to NYC, stand out among 200+ competitive banks and appeal to a highly discerning population.

The methodology balanced a powerful mix of syndicated survey data analysis, published studies, and custom primary data from research along with real human stories and perspectives captured one-on-one. Collectively, this content was used to build a connected, surprising, and engaging story that people could immerse themselves in and see the city in a way they never had before.

What we found was that in the summer of 2022 and into fall, post-pandemic New...

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