Reimagining brand utility for a bank and a city.

Based in New York, Citi was passionate about helping people unlock the city, and felt it could do more to be an enabler of progress and achievement in its own backyard. Publicis and Citi piloted a greener alternative to existing transportation options through NYC's first bike share program.



trips from coast to coast, 803 trips around the Earth, 84 trips to the moon in a little over a year.


raise of new checking accounts and credit cards.


of raise of consideration of product.


of raise of the brand perception.