Citi doesn't make running shoes, energy drinks, or sports bras. So what gives them the right to sponsor Team USA? We created a conversation about the organization's true purpose as an Olympic sponsor. We reminded people that Team USA's Olympians and Paralympians are Americans pursuing progress, and that Citi's business is enabling American progress—at home and on the global stage.
BROADCAST
PRE-ROLL
While the broadcast spots focused on our athletes' big Olympic goals, pre-roll spots online and on streaming services highlighted some of their "smaller moments of progress."
PRINT & OUT-OF-HOME
In print and OOH, we told the athletes' stories of progress with a timeline that highlighted key moments in their journeys toward Olympic gold.
"Brad Snyder" / Print, OOH, Digital OOH
Photo: Gary Land
Photo: Gary Land
"Allyson Felix" / Print, OOH, Digital OOH
Photo: Gary Land
Photo: Gary Land
"Gabby Douglas" / Print, OOH, Digital OOH
Photo: Gary Land
Photo: Gary Land
"Rudy Garcia-Tolson" / Print, OOH, Digital OOH
Photo: Gary Land
Photo: Gary Land
"Scout Bassett" / Print, OOH, Digital OOH
Photo: Gary Land
Photo: Gary Land
ON-SITE / TEAM USA HOUSE IN RIO
On the ground in Rio, we collaborated with artist Charis Tsevis to create three mosaic murals to decorate the roof gardens of a seven-story, marble-clad building on Ipanema Beach. The space functioned as a home to Team USA during the Games.
Conceptually, we paid tribute to the city of Rio's public art and the long tradition of Portuguese and Brazilian ceramic art. Furthermore, the idea of a mural—a large image made from many smaller ones—was the perfect way to deliver our campaign message about smaller goals that lead to bigger ones.
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Click to enlarge
Click to enlarge
EXPERIENTIAL / RIO-ON-THE-HUDSON OLYMPIC VILLAGE IN NYC
We created unique experiences for Citi colleagues and the public at Pier 26, where Rio-on-the-Hudson gave Olympic fans a taste of Brazil in their own backyard.
LIMITED-EDITION OLYMPIC CITI BIKES
In New York City, we launched four special-edition Citi Bikes to coincide with the opening ceremony in Rio. The bikes, inspired again by the murals of Brazil, came in four different colors and were ubiquitous throughout the city during the games and for weeks after.
Finally, through the #StandForProgress social campaign, we demonstrated that Team USA and students in Citi's Pathways to Progress program share a common drive for continued success.
It all combined for a campaign that reminded everyone it touched that Citi stands behind progress in any arena.
