The Moment

Client: Citi
Executive Creative Director: Paul Renner 
Group Creative Director: Jeremy Filgate
Associate Creative Directors: Patrick Merrit, Sungkwon Ha
Photographer: Kelia Anne

Background:


Citi was the first bank to release their raw pay gap numbers. While overall, they were paying women and men equally, but it showed that there was an under representation of women in their most senior roles.


Idea:


To re-frame the conversation around the pay gap, we created The Moment – a social experiment where renowned photographer Kelia Anne captured the moment the daughters of Citi employees learned about the pay gap for the very first time.

Results:

This campaign by far the biggest impact that Citi ever projected, outside and inside. After the campaign, Citi actually ended up hiring Jane Fraser in  line to become the first female CEO of a major bank.