Interesting fact: At one point, 40 percent of streetlights in Detroit didn’t work. Citi set out to help the Public Lighting Authority of Detroit change that. For a city fighting bankruptcy, it was never going to be an easy task. Set in Detroit, this spot from Citi's "Progress Makers" campaign tells that story. How Citi stepped up when others wouldn't. How a city's residents benefit. And how driven people with great ideas can make a positive difference in the world.
Challenge / Goal
Demonstrate that in the course of doing business, Citi has a positive impact on society.