Dear Fellow CItizen [TV]

I know what it's like to be you, because I am just like you

We wanted to create a campaign that let people know that CItizens banks were filled with people just like them. In the banks are moms, dads, single moms, single dads, people that worried about bank fees, people worried about saving for a first home, saving for retirement, for college and so on. A campaign that Invited the audience to come into a branch and talk to us about any financial problem they might have. We can relate and we can help.

We used real bank colleagues and their stories.

The spots were intended to feel minimal, real, genuine. and feel like min-docs.