CITI SHANGHAI by Publicis Kaplan Thaler New York for Citibank

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CITI SHANGHAI

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Industry Banking
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Publicis Kaplan Thaler New York
Executive Creative Director Peter Moore-Smith Saatchi
Creative Director Tom Drymalski, Perry Essig
Art Director Xavier Rodon
Copywriter Chris Skurat Saatchi
Producer Leelee Groome
Account Supervisor Natalia Khrustheva
Released April 2010

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: CITI
Product/Service: CITI GOLD BANKING
Agency: PUBLICIS NEW YORK
Executive Creative Director: Peter Moore Smith
Creative Director: Perry Essig/Tom Drymalski
Copywriter: Chris Skurat
Art Director: Xavier Rodon
Account Manager: Carol Neuschul
Account Supervisor: Natalia Khrustheva
Producer: Leelee Groome
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: PUBLICIS NEW YORK, USA

Description of Ambient execution
Citigold gives Citibank’s most globally-minded clients access to a network of services around the world. It essentially makes borders disappear and it brings the world closer. So we represented Citi’s global reach by altering Shanghai’s famous skyline. Iconic buildings from around the world were broadcast from the massive LED screen on the Shanghai Citigroup Tower (China’s largest outdoor LED). For 10 minutes per hour in the evenings, The Empire State Building, Big Ben and other buildings became part of Shanghai’s skyline. The skyline is the showpiece of the world’s fastest-growing economy. The line “You’re closer than you think.” was delivered both in English and Mandarin.