The Brief: Citizens Made Ready for Music launch
“Made Ready” underscores how Citizens is linking action and purpose by helping customers and clients reach their potential through convenient, simple and personalized offerings that enable their own distinctive experiences.
Our response: Who embodies the Made Ready ethos?
One individual who embodies the spirit of “Made Ready” is Ahmir “Questlove” Thompson, an eclectic artist who has built a multidimensional career around his unique interests and non-linear journey. He partnered with Citizens to create an original song by The Roots to bring the spirit of the “Made Ready” brand platform to life. Ogilvy connected Massive Music and Quest Love to create an exclusive live event at his alma mater, the Philadelphia High School for the Creative and Performing Arts.
The performance was recorded by audience members with smart glasses styled to match Questlove’s signature eyewear. The footage, along with the crowdsourced video debuted in a social media campaign asking how consumers are Made Ready for their life’s journey.
My role as Director, Experiential Production was to determine feasibility, budget and scope project, oversight of production team, manage the production of Instagram stories, on-site event management.
ClientCitizensServicesExperiential / Concert / SocialProd CoMassive Music / Laundry Service