Citizens Made Ready
BIG AMBITIONS. PRACTICAL ACTIONS.
The “Made Ready” campaign flipped the way people think about banking. Citizens teamed up with us to show that whatever you’re ready for—your first home, a new venture, or just the next step forward—they’re ready to back you. It wasn't just a feeling—it was a platform. It let us move effortlessly from big, ambitious stories into the actual products and services that help make them happen. Our mobile banking work is a perfect example—Citizens isn’t just cheering you on, it’s putting the tools you need directly in your hands.
Role: ECD
Made Ready
for Covid-19
COVID CHANGED JUST ABOUT EVERYTHING. SO WE PIVOTED—NOT JUST OUR MESSAGE, BUT OUR TONE. FOR CITIZENS, THAT MEANT LEANING INTO EMPATHY, OPTIMISM, AND PRACTICAL SOLUTIONS—MEETING PEOPLE WHERE THEY WERE, WHEN THEY NEEDED US MOST.