Cannes Lions
PUBLICIS, New York / CITIGROUP / 2021
Overview
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Credits
Execution
In this film we meet a man going about his daily life, discussing first names with his wife. They’re driving the car, washing the dishes, walking the dog. They're happy, at ease with each other, in love. We think they’re discussing baby names. Then we reveal the names are actually for him: he’s a transgender man searching for the name that matches his identity. Finally, the mail arrives with our transgender man's name on it for the first time: an updated credit card from Citi, who has enabled its transgender and non-binary customers to change their first names to match their identities. Through his performance we discover the emotions behind, and the importance of, being acknowledged for who you are, and therefore the importance of Citi's initiative. Because being yourself is the beginning of everything: respect, opportunities, change.
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