2017 Winners & Shortlists

The Campaign

The idea is to do a social experiment with a heartbreaking reality-check of what people's precious time actually gets spent on. Because time is more than money. And Citibank understands the value of yours. Save Time.

Creative Execution

We’ve created a social experiment that challenges real people's own notions of success. Based in the heartbreaking reality-check of the amount of time they spent away from their love ones, we challenged them to reevaluate their lives.

The film went online Monday, the 13th of February and in a couple of hours reached 15k views. But more than the reach, is being able to actually inspire people to reevaluate their lives and the time spent away from their loves ones.

The content challenges people with a relevant and impactful insight about their lives: the value of their time. Doing this social experiment, without the participants knowing the objective of the film, gave it a real feel and an emotional outcome to the story. By impacting the viewers and confronting their realities, the brand story could be elevated from “normal” financial banking lexicon, to a more valuable message that strengthens the brand positioning of saving time with Citibank products.

So many banks tell people: Save money. So, backed up with the promise of products and service that streamlines banking processes, we’ll be the first to tell them: Save time.