Citi : iAd

In 2010 Citibank was having a tough year. The stigma of the TARP bailout had painted them in the public eye as the worst of the too-big-to-fail banks.

The opportunity came to be part of the launch of Apple's iAd platform. Citi saw the chance to be featured on stage with Steve Jobs and to be seen as a forward thinking - a PR opportunity too good to pass up.

At the time, Publicis had done little or no mobile work but still needed to deliver. Additionally, the iAd platform was pre-beta and wonky at best. We assembled a small team to fly out to Cupertino and work directly with the Apple engineers to deliver this high profile project in just under six weeks.

When it was launch, Citi was showcased along side of Nissan (with the launch of the Leaf) as a brand on the cutting edge of mobile engagement.

The ad not only won an FWA Mobile Site of the Day, but it was also featured in FWA's The App & Mobile Case Study Book.