In 2005, while concepting for the next Citibank merchandising campaign at Wunderman, my art director and I hit upon the idea of using the iconic red Citibank “arc” as a bridge between dreaming up a goal and reaching it. While our clients loved the idea, they passed on it at the time because the Citibank arc was viewed as sacrosanct.
Two years later, in 2007, Citibank rolled out a successor to their “live richly” global campaign — using the arc in exactly the same way we had suggested, with the same “make it happen” philosophy.
