Citi e for education
The A-Z of e for education
The Brief—
Create an emotional connection to the e for education programme that sees Citi partner with non-profit organisations from all over the world to provide better educational support for those in need.
The Idea—
The A-Z of e for education campaign used the alphabet learning technique to tell 25 individual stories that teach people about the impact the programme has beyond the financial investment.
Role: Concept / Creative Direction / Copy / Art Direction
25 individual stories made up the campaign. One for each letter of the alphabet. Leaving the 26th letter, e, for education.
A more emotional approach to storytelling saw the campaign achieve a record high in money raised.
Campaign included—
Out of home advertising
Promoted social posts
Website
