Duong Le
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Bank Like You

Citibank / Integrated Campaign
Client Work

Citi Custom Cash Card is a brand new card that gives 5% cashback on the customer’s highest eligible spend category. Citibank wanted to create a launching campaign to introduce this card in Q3 of 2021.

IDEA: BANK LIKE YOU
Our financial tools flex with you no matter how your interests or priorities change. Between making brunch reservations for next weekend, restoring the vintage dresser you just bought off Facebook Marketplace and bidding on those limited-edition sneakers you want (no, need), the last thing on your mind is your bank. And that’s okay, because even though you’re not thinking about Citi, we’re always keeping up with you. So keep doing you. We’ve got your back.

TEAM:
Anders Da Silva (Creative Director)
Sean Conejos (ACD - Copywriter)
Duong Le (Jr. Art Director)
Sara Gomez (Sr. Art Director)
Jonica Lister (Jr. Copywriter)

Bank like you

Citibank / Integrated campaign
Roles: Concept, Art direction, Design

In 2021, Citi launched a national campaign “Bank like you” to build excitement and awareness for the new Citi Custom Cash℠ Card. Designed for flexibility, the card offers 5% cash back on the eligible category where you spend the most each billing cycle—perfect for low spenders who prefer personalized rewards over fixed or rotating categories. Since COVID, people’s lifestyles and priorities have shifted, with more focus on what truly brings them joy. The Citi Custom Cash Card adjusts to those changes. Whether you’re traveling this month, taking a cooking class next month, or heading to a concert after that, the card automatically adapts to your needs. Whatever you’re into, Citi’s got your back.

Out-of-home

 

Digital Banners

 

Brochure

Direct mail

Havas Chicago
Creative Director, Anders Da Silva
ACD (Copy), Sean Conejos
Art Director, Duong Le
Copywriter, Jonica Lister
Account Supervisor, Ricky Brandt