Citi
The Moment
With the help of celebrated female portrait photographer Kelia Anne MacCluskey, Citi created The Moment - a social experiment featuring Citi employees' children - capturing the moment they learned about the gender pay gap for the first time. Their reactions ranged from confusion to frustration to anger. The purity of their perspective reminds us we should never be complacent in the face of inequality and amplifies the sense of responsibility for us to create a more inclusive future for the next generation.
FCS Award
2020 FCS Awards:
Best of Show : 2020 FCS Portfolio Awards : Print : Citi – The Moment
Best of Show : 2020 FCS Portfolio Awards : CSR : Citi – The Moment
Best of Show: 2020 FCS Portfolio Awards : Integrated : Citi – The Moment
Credit
Associate Creative Directors:
Sungkwon Ha
Patrick Merrit
Group Creative Director:
Jeremy Filgate
Photographer:
Kelia Anne