For Citibank, I worked to tackle a big issue they believe in and I believe in - fixing gender pay equality and addressing the gender wealth gap.
Badger & Winters let me pitch all the disruptive ideas I wanted. And we picked some escalating stunts on how to get their stance out there.
For research, we interviewed women across all ages about fairness and equality. For our first campaign, we set up a street stunt outside the New York Public Library. A claw machine that was rigged against men to give them a metaphor about gender unfairness in the workplace.
(The final stunts were cancelled due to the pandemic.)