The Citi account was a big win for the agency. And it was our campaign that won it.
The idea for it was rooted in the monthly statement we all (hate to) get in the mail.
If you avert your eyes from the big, red "Amount Due" for a moment, there's a lot you can glean from your charges. In essence,
it's a month's worth of memories. "Oh look,
City Crab – that was the dinner I took my
mother to and told her I was going to grad school." Or "There's our round-trip tickets to Alaska, where we got to see the Aurora Borealis." In thinking about it, we realized each statement told a story. And that became the idea for the campaign and a tagline
that lasted 6 years,
"What's your story? We'll help you write it."