Citibank has taken itself on a new journey, away from its familiar product campaigns and into an emotional invitation to its audience to join it in bringing on the future.

The Archibald / Williams brand campaign focus on the current climate of change in both Australia and internationally –and presents what lies ahead as a “brand new world” with an exciting array of opportunities.

The campaign’s hero TVC celebrates some of the real people who are at the forefront of the brand new world – Chase Kojima, who is rethinking traditional cooking and rock climber, Monqiue Forestier, who is redefining strength, for example.

This TVC, which was produced and edited by production house, Paper Dragon, extends to longer form content, in which the stories of 8 trailblazing individuals are told in more detail online.

“Filming this campaign was an exciting challenge. From dusty paddocks filled with camels to clinging on mountain ledges or shooting amongst thousands of weary bees, this project had it all,” noted director, Sam Couzens.

The campaign is also supported in OOH in Sydney and Melbourne, as well as digital, social content and internal comms.

It aim is to build brand awareness, consideration and differentiate Citi’s position in the market.

Citi Australia’s head of brand, sponsorships and insights, Belinda Craig, explained, “The creative strategy behind the campaign builds on Citi’s commitment to enable growth and progress for our Australian customers and we were extremely excited to develop this campaign for this market with Archibald / Williams. By featuring eight inspirational people who are embracing the opportunities of tomorrow, we feel we’ve launched a unified advertising campaign that increases awareness of our entire franchise in Australia, and makes people feel optimistic about the future and the Brand New World.”