Citi Hidden Hindi
Like a lot of expats, Indians living in the UAE can often feel like they’re a million miles from home.
Citibank had an important but underused product that made it easy to transfer money from Dubai to India.
But we found a pretty unique link between where people lived and where they were from.
That became a print and outdoor campaign highlighting just how easy it was to send money home.
This campaign brought home for me the feeling of being an expat. How far away from home you can feel, and how a little gesture can immediately bring you back.
Gold | Loeries
Silver | Loeries
Azure | Global Cristal Awards
Finalist | Cannes Lions
Client: Citibank
Role: Copywriter. I was part of the team that developed the idea before bringing the campaign to life.