Wealth. Done well. Finally!

A campaign that’s truly honest about what your money really needs today. 

Service : Digital, Social, Brand, Activation | Client : Citi Singapore | Year : 2023

Banks are facing new competition and it isn’t another bank or FinTech service. It’s Tik Tok. In a world where everyone and their neighbour (literally) is a financial expert, it is becoming increasingly difficult to filter the sense from the nonsense. So Citi decided to step in. 

Instead of get-rich-quick schemes, we focused on long-term wealth creation. Instead of just growing wealth, we also advised on protecting wealth. Instead of adding to the confusion, we reminded people to focus on the basics. Instead of pretty faces, we used chopsticks.