Citizens Bank Avoids Looking Like a Tourist as It Arrives in New York

The financial institution enters the metro market with an activation that embraces the city's best—and worst

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“There are days when you wake up and New York City gives you the best kiss of your life, and other days you wake up and New York kicks you in the face.”

This brutal (yet accurate) assessment comes from an anonymous New Yorker in The Living Portrait of NYC, a different kind of tribute to the city.



As it enters the New York metro market, Citizens Bank talked with locals about what it’s really like living in the Big Apple, turning it into a limited-run experiential activation about he enduring vitality of the city and its people.

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This story first appeared in the Sept. 26, 2022, issue of Adweek magazine. Click here to subscribe.