Faced with the challenge of creating a digital landmark for the city, we analyzed the branch architecture and developed specific solutions in order to use the front and sideward glassy facade to create a digital billboard, the largest mapped overhead projection in Latin America. We also created tailored content to fit the project. When we created the concept of the project and got its approval in a city without billboards, we demonstrated that Citi managed to change benchmarks and establish new levels of dialogue, reinforcing its concept of an innovative and trendsetter bank. Therefore Citibank innovative culture is reinforced in line with its global brand positioning: "Traditionally different."

This is a state-of-the-art technology Project: 15 overhead laser projectors and more than 100.000 lumens; Transparent film specially treated to withstand climatic changes; A specific technological platform to plot and manage the projectors, the image displays and lightning.

The result is the utmost mapped projection in Latin America, with 2690 square feet. Our greatest concern was to conserve the architectural features of the branch. The look remains unchanged during the day and at night turns into a digital milestone displaying art, culture and information in real time. There are 3 different “editorials”, constantly updated: Works of local artists such as video poems, interactions and exclusive digital works of art; Service and information: weather forecast, world time, real time news, etc; Institutional content. The Project was publicized in the bank social networks ensuring record commitment all over the year.

The Citibank branch became a benchmark for people transiting in the area. The branch, which is near the Brazilian headquarters of Google, stands out from the crowd for its boldness and creativity. Customers and the general public have acknowledged such approach as part of the "traditionally different" position of the bank. Another extremely important point was the approval and recognition by São Paulo City Hall that this project was beyond Out Of Home media. It is a platform which attracts people due to its blended content of art and information. Citibank billboard has opened a popular dialogue and has become a unique attraction, a real gift from Citi to celebrate its 100 years of Brazil.