Citizens Bank

Future Me

Goal setting. It's boring right? You know -- Buying a home, Saving for College, Planning for Retirement. Those tired phrases are everywhere. True, it's these milestones that motivate people to interact with their bank, so it's no wonder banks market to these life events. However, in reality we all make decisions in conflict with these life intentions. 

Future Me is a highly personalized way for Citizens' customers to learn and participate in their finances by focusing on their life aspirations. 

Hand-drawn illustrations occupy each scene as a way to visualize dreams and aspirations. 

Below, print ads become engaging experiences when linked to video content and the ability to declare a personal Future Me. 

Imagine a collection of hundreds of aspirations and dreams displayed on a life billboard with an invitation to add another. 

But the real relationship with Citizens exists in giving customers access to experts and tools with specialized knowledge relevant to a specific Future Me. Say you declare your Future Me as "Cooking in my remodeled, professional grade kitchen".  How cool would it be to get a message from your bank about a kitchen appliance sale at Home Depot? Goal setting doesn't sound so boring after all. 

The Team: Art Direction + Design: Marie Rockett  // Copy: Brian Donovan  // Creative Direction: Jennifer Putnam  // Video Production: Newfangled Studios