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Play, download and edit the free video CITI - THE MOMENT.

We’ve all heard about the gender pay gap, but it’s more than equal pay. It’s also about female representation in senior leadership. When Citi released their pay gap numbers, they discovered this was the area they fell short. To correct it, Citi has committed to hiring and promoting thousands of women into senior roles by 2021. But they can’t fix this problem alone.

 

So to reframe the conversation around the pay gap, we created The Moment.

Featuring the daughters of Citi employees, we captured the moment they learned about the pay gap for the first time. We launched on International Day of The Girl with full page print and magazine ads, but the centerpiece was our online film, which quickly earned millions of views. The Moment wasn’t just an ad campaign, it was a public commitment by Citi to fix their pay gap, and encourage others to do the same.

Associate Creative Directors: Sungkwon Ha, Patrick Merrit
Executive Creative Director: Jeremy Filgate
Group Creative Director: Paul Renner
Chief Creative Director: Andy Bird

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