Citi: Diversity Matters
Brief
Create an engaging, accessible and informative series of video and written content, to demonstrate Citi’s commitment to diversity, equity and inclusion within the workplace. The series should also celebrate the successes of female financial leaders in Asia.
Strategy
The series launched with a reporter-led package explaining the state of play regarding gender inequality in financial leadership roles, what needs to change, and what is going well. The report, presented by Sky News Presenter, Emma Crosby, included interviews with third-party participants and a Citi female leader.
The follow-on series featured senior women in finance with an exceptional story to share.
Filming style
Everyone wants to look their best on camera, especially women, which is why we proposed using interrotron - a filming technique that puts interviewees at ease. It involves using a mirror set-up on a regular camera lens that allows interviewees to stare into the lens while feeling as if they are looking directly into the eyes of a smiling interviewer. The results are a much more relaxed, natural and intimate delivery.
Social promo
To promote the video on social media, we captured each interviewee answering the same set of questions to create a bespoke short teaser. This also served to provide some lighthearted, snackable content to serve audiences upfront.
Watch more interviews from Citi’s Diversity Matters series.
