Citizens Bank - Boston Takeover
To reinforce Citizens Bank’s roots in Boston, we launched a citywide out-of-home takeover that spoke the local language—literally. From witty headlines to strategic placements, the campaign positioned Citizens as the bank that actually gets Boston.
We took over North Station (including turnstiles, platforms, digital liveboards, and street-level elevators), placed static and animated ads throughout downtown, and hit major highways with a series of high-visibility billboards. Lines like “Forever home in Beverly? Or another lease in Back Bay?” nodded to real Boston life—while staying grounded in Citizens’ larger brand promise: to help people make sense of their money.
Everywhere you looked, it was unmistakably Citizens—and unmistakably Boston.