Citibank's creative brief targets progressive, educated, networked and pro-active consumers who are optimistic but facing points of tension like uncertainty, instability, broken promises, and suffocating debt. It aims to connect with consumers who feel disappointed, negative, mediocre, and cynical while highlighting how their values persist despite challenges because their values define who they are. The brief strategizes the last chance to make it count and influence the future.

1. citibank creative brief
Target Point oft tension Insight strategy
Optimistic The Bitter Pill Connected Disappointed The Last The Bucket
But… Dropof
- Progressive - Uncertainty - Swimming Its Almost Too
- Instability Optimism Late. We have
- Educated - Negativity Upstream
- Networked - Broken - Mediocrity - Defensive Despite All 1 more chance
- Pro-Active Promises - Rationalization - Cynicism This…Their MAKE IT
- Suffocating - Stuck In Creeping In Values Persist COUNT…OUR
Debt Routine -Tired because Their FUTURE DE-
- Under-em- Values Define PENDS ON IT
ployment Them