In remembrance of the 50th Anniversary of Stonewall, New York City was chosen to host World Pride Day 2019. 6 million people came out to celebrate, and so did 6 million different brands. Rainbow-washing is a growing problem in our society. Brands are attaching themselves to the LGBTQ+ community without earning their respect. However, Citi has been an advocate for gay rights for decades. So to honor this historic moment, we decided to celebrate our pride using something that’s always been a part of us. Our logo. The iconic Citi “arc” was the perfect place to incorporate a rainbow, the historic symbol of gay pride.  This reimagined logo was featured at bank branches across New York City. As well as ATM screens, Citi Bikes and Citi Field. But the culmination of the campaign was when we brought our message to the heart of the financial world, the New York Stock Exchange. Associate Creative Directors: Sungkwon Ha, Patrick Merrit, Gary Lim Executive Creative Director: Jeremy Filgate Group Creative Director: Paul Renner Chief Creative Director: Andy Bird