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Citi Australia launches bringing on a brand new world campaign

Citi Australia has launched a new brand campaign celebrating everyday Australians including a chef, a rock climber and an Aboriginal artist.

In the 30 second spot, the chef is “reinventing traditional”, the rock climber is “redefining strength” and the artist is “reimagining the stage”.

Created by Archibald / Williams, Citi Australia’s new brand positioning is based on the statement “the reality that change is happening and what lies ahead is the brand new world”.

The campaign is set to roll out across TV, outdoor, digital, social and in longer form content videos.

Eight longer videos will be rolled out focusing on each individual in detail.

Belinda Craig, Citi Australia’s head of brand, sponsorships and insights, said in a statement: “By featuring eight inspirational people who are embracing the opportunities of tomorrow, we feel we’ve launched a unified advertising campaign that increases awareness of our entire franchise in Australia, and makes people feel optimistic about the future and the Brand New World.”

Matt Gilmour, executive creative director at Archibald / Williams, said: “We’re really excited to develop this campaign with Citi that celebrates people that are running towards the future and taking on the opportunities that the world has dished up.”

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