We launched a new platform for Citizens Bank called Made Ready. The idea behind it was that it’s not one thing but the many things you do that help shape and guide who you are. To introduce the campaign, we partnered with Questlove, a man with 18 different jobs, to deliver our campaign message, “you’re made of everything you’ve done and everything you’re going to do,” simultaneously showing that Citizens Bank will be there to help you along your journey every step of the way.
