| Title | America The Beautiful |
| Brief | This 4th of July was very different in the US: mass protests against racial injustice set unique tone for the celebration. Brands had to show correct kind of patriotism or abstain from any communication on 4th July at all.An idea from tiny Latvia for one of the biggest banks in the world - Citibank - was developed in a joint effort of Publicis offices in New York and Riga. Ittook the most important and most recognized musical piece in the history of US, "America the beautiful", and a talented African-American pianist to deliver the simple yet unforgettable message: if we want true harmony, all voices must be equally heard . |
| Agency |
Publicis Riga
|
| Campaign |
America The Beautiful
|
| Advertiser |
Citi
|
| Brand |
Citi Corporate Image (banking, finance, etc)
|
| Posted | December 2020 |
| Business Sector | Banking, Finance, Law & Insurance
|
| Story | This 4th of July was very different in the US: mass protests against racial injustice set unique tone for the celebration. Brands had to show correct kind of patriotism or abstain from any communication on 4th July at all.An idea from tiny Latvia for one of the biggest banks in the world - Citibank - was developed in a joint effort of Publicis offices in New York and Riga. Ittook the most important and most recognized musical piece in the history of US, "America the beautiful", and a talented African-American pianist to deliver the simple yet unforgettable message: if we want true harmony, all voices must be equally heard . |
| Media Type |
Television & Cinema
|
| Chief Creative Officer |
Andy Bird
|
| Creative Agency |
Publicis New York
|
| Executive Creative Director |
Andrey Tyukavkin
|