Please watch the film above before reading the description below.
In a year where attacking gender identity became a political strategy, Citi did something that would forever change how trans and non-binary people are seen in the world.
They became the first bank to allow their trans and non-binary customers the option to update their first names on their credit cards - without requiring a legal name change.
A credit card is one of everyone’s most commonly used identifiers - and for trans and non-binary folks, the sad reality is, that being misgendered can lead to judgment or worse, danger.
Being yourself, and being seen for who you are is the beginning of everything; forging relationships, being hired, pursuing dreams…being accepted and respected. And this was a huge step in that process for this community - a community that helped us at every step along the way.
Our trans colleagues at Publicis were our partners, guiding us from the brief all the way to the finished campaign. They taught us what’s in a name. Everything. And we could not have made this work without them.
To date 22,000+ names have been changed. Case study film below.
NEW YORK FESTIVALS:
1 x Silver, 2 x Bronze
WEBBYS: 2 x Awards, 1 x Nominee
SHORTYS: 3 x Awards
ONE SHOW: 2 x Merit
EFFIE: Gold
FCS: Best of show