Citibank
Promo
Art, Design, Creative & Digital
Fifty years of helping
Taiwan become its better self.
To mark half a century in Taiwan, Citibank's platform was simple and generous — "花旗台灣50年 · 成就更好的你," fifty years of moving forward and helping you become a better version of yourself. The idea had to feel premium and human at once, then live everywhere: a cinematic brand film, an anniversary microsite, email, and every branch window. As Associate Creative Director with Publicis, I led the art, design, creative and digital.
A moment of grace, years in the making.
Fifty years isn't a number you feel — so the film reaches for a metaphor everyone does: a ballerina alone on a grand stage. Behind one effortless moment sit years of quiet discipline and small daily progress — the same story as a bank that has grown up alongside its customers. Elegant, restrained, aspirational; the brand as the steady partner to a lifetime of becoming better.
Progress you don't see — until it looks effortless.
On stage, alone, ready.
Warm theatre light, an empty house, a dancer taking her position — the anniversary film trades hard sell for a feeling, and lets the craft carry the message. It's the emotional centre the rest of the campaign radiates out from.
A story customers could join.
Online, the anniversary opened up: a microsite invited customers to share their own "first time with Citi" stories for a chance to win, alongside the global-banking and remittance services the brand is known for, and birthday eDMs that made the relationship feel personal. One consistent look — Citi blue, the "50 Years" mark — from desktop to phone to inbox.
And onto every branch.
The same anniversary look wrapped the branches themselves — storefronts and windows turned into "花旗台灣50年" statements on the street, so the campaign met customers exactly where they bank. Digital idea, physical presence, one coherent celebration.
