In a year when attacking gender identity became a political strategy, Citi did something that would forever change how trans and non-binary people are seen.

They became the first US Credit Card Company to give trans and non-binary people the option to update their names on their credit cards to match who they are.

Our campaign, ‘Now that you see me’ was based on the insight that being yourself, and being seen for it, is the beginning of everything; forging relationships, being hired, pursuing dreams…being accepted and respected by mainstream society.

But we didn’t get here on our own. Our trans colleagues at Publicis were our partners every step of the way, guiding our insights and gut checking everything for authenticity - from the brief, to the creative, to client presentations. This team taught us what’s in a name. Everything.

To date over 25,000 names have been changed.

Citi.com/updatemyname

2021 Merit, The One Show, TV & VOD long form single
2021 Merit, The One Show, Integrated Branding Campaign
2021 Webby, Video, Diversity & Inclusion
2021 Webby, Diversity & Inclusion, Advertising Campaigns
2021 Shorty, Best Use Of Branded Content
2021 Shorty, Best LGBTQ Community Engagement
2021 Shorty, Best Use of Short From Video
2021 Shorty, Best in Financial Services 2021 Platinum, 2021 Platinum, Muse Creative Awards, Video, Diversity & Inclusion
2021 Platinum, Muse Creative Awards, Video, TV Ad
2021 Platinum, Muse Creative Awards, Advertising, Newspaper
2021 Platinum, Muse Creative Awards, Integrated Marketing
2021 Gold, Muse Creative Awards, Website, Financial Services
2021 Gold, Muse Creative Awards, Video, Financial Services